Ketchup

I just heard an ad on the radio for Ford Focus, where they’re using a musician called Ben Griffith to promote the new Ford Focus Climate model.  Here’s some more info courtesy of Hybridlab:

With the slogan “Own the Road Unplugged” Ford is cunningly tapping into the currently insatiable lust for self-discovery of unknown music, and our obsession with being the first to find the next big thing. The adverts are presented in a casual journal that not only adds a personal touch but when knocked up with the black and white pictures of Ben with his guitar and a sleek car captures the roughness of Ben’s diamond cool persona. Hybridlabbers have been full of beans about Ben’s big break, and hope it is the first of many on the road to success. A road he’ll be cruising in style of course. 

One of the biggest perks of Ford’s promotion is the free car the company gave Ben on loan to cart his stuff to gigs whilst snapped by their very own Paparazzi. If that’s not enough he will also have his tunes played on TV adverts.

An interesting choice - in the US Ford is using Kelis to promote cars, in the UK its using ‘of the moment’ acoustic singer/songwriters.  Grassroots is great and all that, but it doesn’t really inject any enthusiasm or energy into the brand. 

It could add an interesting dimension to outdoor/ambient activity though, with loads of Focus spots around town with people jamming…if consumers don’t like the act they could experience just how fast the electric windows shut, and how high the heating can go, as a kind of voting mechanism!