No need to shout to be heard

CNN recently placed Ford and GM on corporate death watch after the two automotive giants applied for a $25bn bail-out by the US Treasury. The industry is suffering its worse crisis in decades: consumer demand is waning; those who are in the market cannot find credit; and steel prices have driven production costs skyward.

But it's heartening to see that Ford has the courage to launch a new model with a heavy media spend and a fabulous TV creative by Ogilvy: perfect for the target consumer and without being sullied by tedious product detail.



According to the supporting microsite (which is loaded with as many youth-oriented 'extras' as the car itself), the Fiesta doesn't just have an interior and exterior but also a 'lifestyle' all its own. Apparently, like your average Fiesta driver, it likes to dress up and go to nightclubs. It's a fan of iPod. And for those addicted to novelty you can start it by pressing the 'Power' button (keys, afterall, are so yesterday).

The entire campaign demonstrates Ford's new-found commitment to understanding the wants of young drivers. Performance statistics, fuel efficiency, boot capacity and even the maker's mark are simply of no interest any longer. The official partners on the site - Vogue and GQ - demonstrate that style and attitude are far more important. Toyota understood this when launching Aygo (CHI), but now Ford have finally figured it out too.

Whether Fiesta passes the authenticity test is yet to be seen, but given Ford is prepared to allow 25 seconds of the 30 to pass before the product reveal is a positive and bold sign.



Too little too late?

In 2000, after BMW had stripped the company of both it's most valuable brand and its front-wheel drive technology, MG Rover exchanged hands for the notional sum of £10 via a management buy-out. The consortium chose not to pursue a rational yet radical marketing-led recovery for the business, but instead blindly clung to the belief that talented sales teams and manufacturing partnerships with Indian and Chinese firms would keep the ship steady.

In hindsight, the consortium's choice of 'Phoenix' as it's moniker was blindly optimistic. The strategy led to the launch of a crap new town car, disenchantment from a previously loyal customer base, aggressive price cuts that bled margin and eventual bankruptcy.



It would be unfair to blame the collapse of the business on its muddled, if non-existent, marketing strategy. But the brand desperately needed to find its voice and to re-engage with its customers if the business was ever going to succeed.

Ford, at least in the UK, seems to have so far resisted the temptation to cut advertising spend and abandon a reinvigorated consumer-led strategy. And with Fiesta it's taking the Japanese head-on at their own game. Time will tell whether the Ford brand can be relevant again across all its ranges and if the business can survive, but the automotive world would surely be a poorer place without it.

Enjoy a Drenching

A gorilla appeared on our screens last year drumming along to a 20 year old Phil Collins track. The full 90 second version ran during prime time and did more to entertain audiences across the country than the programming. And it made us feel good again about the UK's biggest confectioner.

Cadbury's reputation had slumped to a low earlier in the year after a salmonella scare had forced it to recall millions of chocolate bars. It's sponsorship of ITV's Coronation Street had run out of steam; niche and premium competitors were stealing market share; and the planned sale of Schweppes hit the rocks as turbulence swept the debt markets.

So there was substantial impetus to try something bold, an ad that would once again make us feel warm and fuzzy about bars of chocolate. 'Gorilla' was the result, and both Cadbury and Fallon have since been applauded and criticised in equal measure. But it's now clear that other brands (and agencies) have lept on the bandwagon.

The latest is an extension of a campaign launched in 2007 by Britvic to promote its new bottled water brand:



Drench differentiates by exploiting a category truth: staying hydrated keeps you alert. In a saturated market with a plethora of brands built upon equally tenuous or bland claims its refreshing (ahem) to see an ad that cuts through by genuinely entertaining us. And despite a serious lack of media money, more of us are likely to get Drenched as a result of seeing the ad via a shared link, blog or news article.

CHI have no doubt taken a leaf from Fallon's book, but who can blame them when consumers are happy to reward those brands that offer entertainment and engagement.

But what next? Perhaps the Fallon model will have had its time when we see Terrahawks advertising Chicken Tonight.