Advertising Broadcast Critique

Ad chosen: Ford Sync – powered by Microsoft.



Hard/Soft sale: soft sale. It is humorous. They link everyday activities with a voice command. Much like we would expect to see in the future, or in the Jetsons. Only problem is, those commands don’t work.
Brand: These two major American companies have linked together; Microsoft and the Ford Motor Company.
• Equity: Brand equity and value– Sync powered by Microsoft – a voice-activated method for connection cell-phones and media players - is now compatible with Ford, Lincoln, and Mercury vehicles.
• Value: They are the first major commercial introduction of the Microsoft Auto software, offers hands-free phone dialing and can read incoming text messages though the cars audio system.
• Making the largest trade event in North America has become and annual forum for Mr. Bill Gates, chairman and founder of Microsoft, to mix product announcements with computer filled versions of future Microsoft- based technology.
o Unveiled as an industry-exclusive, hands-free way to use cell phones and portable music players using voice commands. Sync will be standard on Lincoln products and widely available on Ford and Mercury vehicles. Option price: $395.
• However, according to and article by John Markoff of the New York Times, similar systems are widely available in Japanese and German automobiles.
Target audience: I’d say the target audience would be more towards men in their late 30s to 50s. It also appeals to women in a similar age group, but I think their focused target was on the men.
• The buyers: Anyone willing and able to purchase the product.
Commercial air-time: I’ve seen it while I was at home on stations my parents watch. On national and local news stations; I think I remember it playing in between House and CSI.
Music – does it make the commercial? – In the beginning of the commercial they have the man who tells the treadmill to turn on, we hear other treadmills running, then we see and hear him run and wipeout. Then they have the man who tells the blinds to close as he disrobes in front of a window in mid-day, the blinds don’t shut and we see his neighbor form the street noticing the man and gives a weird look, all we hear is birds chirping as the man inside ducks down to hide himself. Finally they show a women walking towards large glass doors holding a coffee, she tells the door to open and walks right into them, we see and hear a loud thump and splattering; the beverage is all over the women n she looks very annoyed.
– then we see the previous disrobing man voice-command his sync to play the strokes. That’s the music we hear for the remaining of the commercial.
Execute the commercial properly – Yes. The commercial gets the point across and gives their consumers a good idea of what expect from Sync.
Climax: When the woman hits the glass doors, that’s the best part of the commercial, that is the climax that actually causes the viewer to laugh. Its just so funny. You can’t help but laugh, even if you knew or felt sorry for the person, you still laugh. At least my family does. My mom cant help herself at all if she someone fall its over. She’ll die laughing to the point were tears come out of her eyes…
Colors – very neutral colors, grays, bashes, browns and muted greens are displayed throughout the whole commercial, but the woman at the end is in a red car and wearing red turtleneck. I’d say they did this to psychologically to be able to catch the viewers attention and focus on the main message of their commercial.
Media websight: www.syncmyride.com