Car commercials have typically tried to entice customers by showing off the sleek features of their latest models…
…using sex appeal…
… or trying the funny route.
But Ford Denmark has taken a decidedly different approach with a new 16-minute commercial that it says will “challenge the glamorous images that car commercials typically paint of the happy family on the road to new adventures”.
Entitled simply ‘Familien' (The Family), the video portrays divorced Danish parents struggling to connect with their two children.
Kristine Dam Jensen, the marketing supervisor at Ford Denmark, said the car company wanted to connect with everyday Danes.
"Ford wants to challenge the way people think and experience advertising. We want to engage consumers in a different way by talking to their feelings - both the positive and the negative. By creating a film that is based on one fragmenting family, we tell the story that new family structures can result in positive new ways of living,” she said in a press release.
Danish advertising agency Very said the commercial, which plays out more like a short film than a traditional sales pitch, said Ford was “brave” to embrace a longer format and more subtle approach.
“We believe that there is a huge potential in this format, and we are proud to help Ford Denmark take this big step,” Very CEO Thomas Bjerg said. "We are very excited to work with Ford Denmark who has had the courage to take on an issue as important as this one. Ford has had confidence in the insight and strategy behind this project."
See the untraditional commercial here: