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.

Athletes don’t take me as seriously as Gatorade (or even its ugly cousin Powerade), but trust me when I say that I can give you that extra kick you need when you’re drinking when you need an all-night study session!

I have promotions/advertising reps that show up at cool nightlife spots to emphasize the thinly-veiled fact that I am a mixer/chaser remind my target demographic that my only function is to “temporarily increase alertness”.

Legal-aged youth of Generation Y, Red Bull is truly the Jagerbomb!

Look at all the sexy people in the advertisement. You know, that could be you having fun with all the hotties, all you have to do is buy this drink. It’s that simple. Look how much fun you can have! Go ahead, have a good time, buy this drink, laugh with attractive people, buy this drink and enjoy the night. It all starts when you buy this drink!

You DO know that once you take a sip, you’ll be surrounded by models, right? This drink is going to make you feel great! It tastes great. It’ll make you look super popular and cool.

by the way, you could get sick if you have too much

So what are you waiting for? Don’t you want to have a great time like these gorgeous people?