New Ford Edge Spots Inspire Ad Review

First an analysis of the most recent U.S. Ford Edge Spots, followed by an overall review of the Edge's Advertising in all markets.

Ford has these new advertising spots for the Edge that were brought to my attention by autoblog.com. New spots for the Edge? Yea the Edge. It's compared against the BMW X5 in acceleration, and the Lexus RX350 in quietness. The BMW X5 and Lexus RX350? That's right. Hmmmm. It wins both comparisons. Both? Yes, both. True story. Take a look at them below. Below? Yes, directly below.

Spot 1

Spot 2


I'm here to say the ads are very annoying. Maybe I don't fit into the target audience that cares David Mamet directed the spots but for my perspective they just are not good. Mamet, as wikipedia so eloquently states, "is an American author, essayist, playwright, screenwriter, and film director. His works are known for their clever, terse, sometimes vulgar dialogue, arcane stylized phrasing, and for his exploration of masculinity. As a playwright, he received Tony nominations for Glengarry Glen Ross (1984) and Speed-the-Plow (1988). As a screenwriter, he received Oscar nominations for The Verdict (1982) and Wag the Dog (1997)."

Based on this information, as far as I can tell, whatever advertising agency copy writer did these spots, wrote copy matching the format Mr. Mamet typically does his dialogue in, and then placed it in a spot he directed. (He may have written the copy himself, but I assume he would be listed as writer as well, not just director) That hackism is not a recipe for success

These ads are bad for other reasons too. Each spends thirty seconds on a rather odd and minute detail drawn out from comparison. Much like the Hyundai ads I JUST wrote about, the Edge is being compared with vehicles that people don't really cross shop with. This spots end up flushing out not that cool bragging rights for people who may already own the Edge, but do little else. Again, similar to the Hyundai ad, the vehicle is compared to a BMW which it can beat in a single category, rather than to vehicles it actually competes with. There is an obvious answer for why those comparisons are avoided. The Edge wouldn't win in those. I will say I was surprised to learn the cabin of the edge was quieter than that of an RX350, but I doubt that fact alone will get people into the showroom. Especially when the message is delivered in such an annoying pseudo intelligent manor. This commercials depressed me so much, that I had to see what others ads the Ford Edge has had, both here and abroad.

International Review

Pre-Launch U.S. Spot

If you remember any advertising for the Ford Edge thus far, it is most likely this first U.S. spot which featured a Ford Edge, driving on the edge of buildings etc. Strike one, visual pun, but you can't call it an out yet. Strike two, an actual pun at the end of the spot with "The Edge is never dull." I might be feeling generous at the moment, but I will not call a strike 3 on this spot. It's not a great spot, or even a good spot, but it did build some buzz, feature an original song, and feature some high level CGI. It is far from the best Ford Edge spot however.

Urban Market Spot

For the urban market, Ford has a tendency to use celebrity endorsements. Funk Master Flex has had a continuing endorsement deal with Ford for example. Dwayne Wade has advertised the Lincoln Navigator. For the Edge, Ford recruited Kelis, who you may remember for the song featured in the Carl's Junior Milk Shake ad. The spot is cliche, but makes good use of that huge sun roof to unveil the secondary star of the ad. I would rate this ad below the Pre Launch U.S. spot. It doesn't help that I'm not a fan of solely using celebrity endorsements. Although, Cadillac has done an excellent job with them in their Escalade campaign (Barber, and Garcia)

Spanish/Latino Market

This spot, while suffering a bit in the production value department, does deliver with a message that is fresh. It's a new angle ending to an old cliche beginning, and makes for a relatively better ad than the others thus far. Despite, its telenovella saturated color, feel, and over the top reactions from the woman, it does alright.

Canadian Market Spot

I don't know if this is just plain stereotypical or perfect market accuracy that caused the Canadian Ford Edge Spot to start with some hockey footage, and be endorsed by Wayne Gretzky, but it's funny either way. Besides that irony, the spot is just ok, and more of a generic Ford branding ad than the others. The Edge is featured as a game changer, just like the Great, but besides that, nothing interesting is brought to the table.

Asian American Market Spot

This ad, for what I assume is the Asian American Market, has a nice twist on what seems to be a cliche beginning, much like the Latin market spot. It could of done with some better music, but I thought the sexiness and edginess (no pun intended) of the ad was refreshing. It is my second favorite spot out of all the those featured today.

Middle Eastern Market Spot

I've saved the best for last so I hope you have made it here with me. In an unusual turn, it is the Middle Eastern Market which has produced the most hip, refreshing, exciting ad of the group. I am not an expert in this area, but it appears they have managed to do so without tarnishing the cultural. The spot posted is 1 minute, versus the 30 second of other spots. It does unfairly get more time to develop than the others, but even the 30 second teaser version I saw blew the other market spots away when viewed in pure advertising terms. Each spot posted above hits aims for their specific market. As an outsider, I simply think this one is the best ad, regardless of market.

The song featured sparked a lot of interest on forums and websites. The dancing crew which populates the commercial goes by the name of SWAT, and hails from Dubai and the United Arab Emirates. (If you have any interest in hip hop dancing take a search for some SWAT videos on youtube) There is a level of authenticity in this spot, that can't be fabricated easily. (if at all) Enjoy.