24 March 2007

The Ford Fusion 'Challenge'

When is a comparison a sham?

When is a comparison a joke?

When does advertising blur the line between honesty and dishonesty?

I present to you the latest of the 'Bold Moves'- the Fusion ad campaign which you may have seen on TV lately. The Ford Fusion Challenge. No longer content with just touting the features of their own vehicles, Ford has pulled a page out of 1985 and has decided to do the 'head to head to head' thing in a number of commercials.

The vehicles in question? A Ford Fusion SEL AWD. A Honda Accord EX-V6. A Toyota Camry V6. Hum the song to yourself- one of these things just doesn't belong here, one of these things just isn't the same...

Yes, the AWD Fusion is priced comparably to the Accord and Camry V6 models- but pitting an AWD model against FWD models is dishonest, sneaky, and suggests that the FWD model just isn't up to the task.

The most hilarious part of all the spots is the post-ad selling screen- $0 down, 0% financing, $0 due at signing... all for $249 a month. Great deal huh? Oh wait, what's that in the small print- it's for a Ford Fusion SE I4. So if someone WAS moved enough by this dungpiece of a commercial to actually visit a Ford dealership to check out this deal, they'll be quickly smacked upside their face when they realize that the Fusion that won the 'comparison' isn't even the one being advertised in the ads.

Par for the course when it comes to advertising? Probably. But still a Bold Deception.

1 comment:

Slack said...

I saw this commercial and noticed the same thing. Its a shame Ford can't compete on a level playing field. Even worse, Ford had to resort to trickery.