Thoughts from the Curb: Why Ford, Why Now, Why Mike Rowe?
Automotive commercials tend to bring out the worst of my tendency to yell at the television.
"Did you say something to me?" my girlfriend will ask from the other room.
"No, just yelling at Howie Long for claiming the Cobalt XFE is a better car than the Civic just because it gets a bit better gas mileage."
By "Cobalt XFE" she's already returned to watching "Bridezillas." But Ford's recent ad campaign has had me scratching my head at the television rather than yelling at it. You've probably seen them. Discovery Channel stalwart Mike Rowe goes around experiencing new Ford products -- sometimes he's behind the wheel explaining Ford's improved quality, sometimes he's chatting with a Ford engineer about the F-150 crashworthiness. In general, they steer away from the typical half-truths and marketing mumbo jumbo typical of so many car commercials.
My beef is two fold.
Actually, beef is the wrong word. Let's go with confusion. First, isn't Mike Rowe the host of "Dirty Jobs
," the show where he goes around finding the most wretched, disgusting and miserable forms of employment on the planet? This man has worked as a tar rigger, a sheep castrator, a turkey inseminator, a snake wrangler, a chicken sexer, a mule logger (?), a garbage pit cleaner and my personal favorite, an avian vomitologist. And now his latest job: spokesperson for Ford.
Perhaps its just me who drew this conclusion, but do you really want the guy from "Dirty Jobs" next job to be representing your product? To me, it says, "We couldn't get anyone else and he was literally the only person willing to do such an apparently terrible task." Now, Mike Rowe is likeable and a believable spokesperson -- certainly better than Howie Long -- I'm just not sure about the potential subliminal message it says.
The second confusion is a little more perplexing. In the most recent Ford ad, Mike Rowe ends the commercial with this marketing gem: "Why Ford? Why now? ... Why not?" Really, that's the best you can come up with? Ford actually paid a marketing agency for that? The last possible explanation somebody gives when they're too lazy to explain themselves or incapable because of a complete lack of reasoning.
"Hey, why did you set your lawn on fire?"
"Nothing else to do, why not?"
Why Ford? Why now? Let me give this one a shot. I think I can do better than "Why not."
Why Ford? Because we build the most competitive American cars on the market. Because our quality has sky-rocketed in the past decade to match or better those import brands you assume are better. Because our technology like Sync, Sirius Travel Link and Auto Park are reasons alone to buy our cars. Because the Ford Fusion is a world-class midsize sedan that just beat four others in an Edmunds comparison test
. Because the Fusion's Hybrid version is not only incredibly fuel efficient, but a pleasure to drive as well. Because the Ford Flex breaks the mold by being a hip family vehicle that also beat all comers in an Edmunds comparison test
. Because EcoBoost provides V8 power with V6 fuel efficiency. Because we have cars around the corner like the new Focus and Fiesta that will change the way you think about small American cars. Because our F-150 has an awesome man step. Because the Mustang GT500 is better to drive and better-built than that flashy new Camaro everyone's waiting in line for. Because the Ford F-450 can tow the moon out of its orbit. Because Lincoln and Mercury ... well, we'd better stop there.
See, how's that Ford? Just pop that into Mr. Rowe's teleprompter, because your products deserve a lot better than just "Why not?"
James Riswick, Automotive Editor
"Thoughts from the Curb" is my weekly editorial column that appears every Wednesday morning at 6 a.m. Eastern. It delves deeper into whatever automotive topic pops into my bizarre mind, but doesn't necessarily reflect those of Edmunds.com. Have you driven a Ford lately?
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- James Riswick July 22, 2009, 3:00 AM
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oh boy, you must be a hit to watch superbowl auto ads with!
But you make a valid point, for is not giving themselves enough credit.
It would be just as easy, perhaps easier, to pick apart nearly any television commercial.
I see the Mike Rowe commercials as nothing more than Mike being a ruff-n-tuff spokesman.
I think it would take the entire commercial time, and possibly more, just to read "Why Ford? Because we build the most competitive American cars on the market. Because our quality has sky-rocketed in the past decade to match or better those import brands you assume are better. Because our technology like Sync, Sirius Travel Link and Auto Park are reasons alone to buy our cars. Because the Ford Fusion is a world-class midsize sedan that just beat four others in an Edmunds comparison test. Because the Fusion's Hybrid version is not only incredibly fuel efficient, but a pleasure to drive as well. Because the Ford Flex breaks the mold by being a hip family vehicle that also beat all comers in an Edmunds comparison test. Because EcoBoost provides V8 power with V6 fuel efficiency. Because we have cars around the corner like the new Focus and Fiesta that will change the way you think about small American cars. Because our F-150 has an awesome man step. Because the Mustang GT500 is better to drive and better-built than that flashy new Camaro everyone's waiting in line for. Because the Ford F-450 can tow the moon out of its orbit."
Hi. I'm a DVR user. What's a "commercial"?
The Howie Long commercial is terrible. The image of him looking shamefully at a Honda Pilot (while generically saying HONDA and no product name) doesn't make me want to buy a Traverse.
The tagline I agree is lame, but you've answered your own question as to why Mike Rowe: "...Mike Rowe is likeable and a believable spokesperson..."
But if you need more convincing as to why Mike is demographically the best person for the (not so dirty) job, then read this article, which goes into detail on his marketing perspective:
http://www.fastcompany.com/magazine/122/the-dirtiest-mind-in-business.html
I think Mike Rowe is a good choice. The real purpose of pick up is the dirty jobs. They are for carrying the things you don't want in your truck with you.
The true image of a pick up isn't a fancy polished 4 door luxury city car, it a dirty truck with scratches and dents, dirt in the bed and on the floor mats, a dog sitting on the seat beside you, etc.
Even if that doesn't represent a lot of pick up buyers lives, I'll bet it represents the lives they picture when they are stuck in a cubicle wearing a lame tie doing some mind numbing boring paperwork.
By doing all those Dirty Jobs, Mike Rowe has become a defacto American everyman, so he makes perfect sense as a spokesman for a company trying to rebrand itself to an American consumer looking to "get back to basics" in this tough economy.
As far as their "Why not?" campaign, I'm surprised they don't go for the jugular and make a major case that they didn't get a bailout and that the Fusion Hybrid set a record for distance on a single tank of gas, etc, etc. They have a lot to be proud of, they should be more vocal about it.
Yeah Ford is one of those companies that deserves some credit for doing things right. I'm a Mazda Loyalist and thank god that Ford had the smarts and confidence to recognize Mazda's engineering prowess and infuse them with the Marketing dollars and parts network they needed to succeed. Unlike GM and Chysler who took good brands (Saab/Mercedes anyone?) and castrated them.
I love my Mazdas but if Mazda decided to build boring cars Ford would be my next stop. Sync alone proves how forward thinking the company has become. And yeah the fact that they turned down any bailout speaks volumes to their management and professionalism.
Oh and Mike Rowe is the perfect Ford Spokesman. Like other people have said he's the perfect everyman that not only has creadibility but down to earth personality and humor. I don't see a problem.
haha, I laughed too with that tag line- "why ford, why now...why not?"
I think that is really, really lame.
To quote Tropic Thunder- "That's your mistake. You never go full-retard."
Before Mike Rowe made it big with Dirty Jobs and the Ford commercials, he used to host a show called "Your New Home" in which he would show new houses that were for sale in the Baltimore and surrounding Maryland area. Used to watch for years. He also used to sing professionally for the Baltimore Opera.
http://findarticles.com/p/articles/mi_qn4183/is_20070206/ai_n17198220/
http://en.wikipedia.org/wiki/Mike_Rowe
For some reason I came across this blog and then had to sign up so I could comment.
The commercial you're referencing,starting with "Why Ford Why Now?", is about the cash for clunkers program, and he does list all the reasons you should bring your car in now. Then ends it with the "Why For Why Now, Why not?" to summarize. Weird that you'd write a whole blog based on a recommendation that is irrelevant as they already did exactly what you are telling them they should have done.
Mike Rowe hosts more than just one show on the discovery channel, and has street cred with blue collar workers... who make up a lot of Ford's business. He's adorable and likable, so that works for him too. I'd trust him to choose a pickup truck for me.