Ford’s latest spot for its 2013 lineup does something that few manufacturers have dared to do - it ditches the logo entirely.
That’s right - the iconic scripted “Ford” in white on blue is gone and in its place this ad features… nothing. Ford’s message in this ad is twofold - on the one hand, they’re saying the obvious, that “Ford cars stand on their own and speak for themselves” and stick out in a sea of sameness. That message is something consumers have heard before. But Ford is putting their money where their mouth is and betting that the artistic content of the ad alone is going to help sell Ford’s cars.
Our guess? Ford’s doing something smart here - Advertising is becoming less and less about slapping logos on top of a good story - it’s becoming the story itself.
In the latest spots from Volkswagon, we see some great storytelling via brief vignettes which extol the car’s features in ways that you would expect. Above, the viewer hears about all the engineering that went into creating a beautiful door-closing sound, and below, we see two young men who survived a collision and are only able to be worried about their punishment by virtue of the car’s safety - something that’s very much out of their minds, but that viewers, especially parents, would been keenly aware.