The Hindu Business Line : No-nonsense campaign for the Ford Fusion

No, it's not really a dig at other car advertising. Nor is it a self-deprecatory look at the advertising fraternity. All this no-nonsense campaign does is underscore the practicality of the `no nonsense' car, the Ford Fusion.

"The campaign was born of a simple consumer premise - practical features for driving in a city," said Mr Ranji Jacob Cherian, Associate Vice-President and Client Services Director, JWT, Chennai.

The TV ads in the recently launched campaign feature ad men excitedly discussing the thrills they can put into the ad, only to have their enthusiasm quelled when they are told what's required is a no-nonsense campaign shorn of shapely women, celebrity ambassadors, vrooming vehicles, throbbing music and exotic locales. Describing it as "shabby" in the sense that it's stripped of glamour, Mr Cherian said that he believes the `no-nonsense' theme has long-term value. This attitude is becoming a trend, and probably has to do with markets evolving where substance counts, he added.

In a parity segment, differentiation is hard to come by. This tactic has also managed to cut through the clutter as preliminary research shows, Mr Cherian said.

The car's features are in focus in the ad - it has manoeuvrability, may look small but has spacious interiors, extremely good torque for city driving and a 15-inch wheel base to avoid potholes. For a smallish car, this is a lot, he added.

The Ford Fusion, which falls into the premium hatchback segment, was launched in 2004 but recently underwent a makeover, for which this campaign was launched.