Ford’s new ad campaign tells customers to “Drive One“.

I was caught off-guard by the sheer simplicity and clarity of the message. With “Drive One”, Ford isn’t trying to inspire anybody. There is no intent to build brand image or brand associations. Poetry, this ain’t. No emotion is evoked by these two words.

I found it strangely refreshing. It is a direct order to the customer. The call to action isn’t embedded in the slogan, it is the slogan. It’s almost like they got tired of trying to be cool, just threw their hands up in their air and said, okay, people, just buy the friggin cars, k?? It cuts through the bullshit and gets to the point.

Is Ford onto something? Maybe advertisers should just have the brand message explicitly in their slogans. There are no lines to read between and no one gets confused.

What would some Gen Y brands say if they were this honest?

Activia

Danone’s use of Bifidus Regularis has caused some controversy, since Bifidus Regularis is nothing more than a made-up word to sound scientific.

Axe

Not too much work to draw this one up. Axe ads are explicit in more ways than one.

Hollister

Only people with 4% bodyfat and perfect facial symmetry wear Hollister. Since you’re wearing Hollister, that must mean you’re one of those people, right?
More thoughts on Hollister here.

I Am Not A Plastic Bag

Anya Hindmarch’s popular, eco-trendy “I Am Not A Plastic Bag” was really nothing more than pretentiousness in the form of a canvas sack.

Red Bull

Red Bull does give you wings…because it has a synergistic effect with alcohol.

Here’s to hoping Ford gets rewarded for their forthrightness.