In hot competition with Toyota’s Prius models, Ford has recently given a press release that notes its competitor’s name a whole 15 times to make its point. Now, Ford is taking jabs at the Prius V minivan with advertisements for its new C-Max hybrid.
Ford has stated that the intention is to “establish C-Max Hybrid and C-Max Energi plug-in hybrid as better, more fuel-efficient hybrid alternatives to Toyota Prius V.”
The automaker’s new campaign begins with two commercials that blatantly the competition, and how the C-Max is superior. Visually quite interesting, Ford opted to use a cartoon opening for both advertisements inspired by “La Linea” or “The Line” , a classic animated Italian series that cartoonist Osvaldo Cavandoli created.
“The ‘La Linea’ C-MAX Hybrid ads are simple, unique spots that will introduce our first all-hybrid line in North America to Americans by hand-drawing the vehicle’s silhouette and showing how it beats Prius v, especially in fuel economy,” said Matt VanDyke, director, U.S. Marketing Communications, Ford Motor Company.
“We also are targeting customers who have been sitting on the hybrid fence by showing how the new C-MAX Hybrid offers the value, performance and technology they previously thought had to be sacrificed for efficiency.”
By: Alexandra Koken