Ford uses funny TV ads for C-Max Hybrid in attempt to beat Toyota Prius

Article by Anita Panait, on October 8, 2012

Ford Motor Co. knows that challenging the current king of the hybrid world, the Toyota Prius, needs a stand-out marketing and advertising effort. That is why it wanted to portray its contender, the Ford C-Max Hybrid as the better hybrid vehicle than the Toyota Prius. However, it would be harder to convince less-serious hybrid enthusiasts to shift allegiances from the Prius to the C-Max Hybrid if it employs thought-provoking comparison ads.

This setting has led Ford and its Team Detroit ad agency to create playful ads designed to persuade buyers that the C-Max Hybrid is much better than the Prius. So Ford revived a 1970s Italian animated children's series called "La Linea." The La Linea ads feature white-line silhouettes of the C-Max and Prius against a blue background along with the nameless and speechless La Linea character.

The amusing television ads, which made its debut in CNN, shows the C-Max silhouette speeding past the Prius V while a voice says: "C-Max has lots more horsepower than the Prius V, a hybrid that C-Max also bests in mpg."

Ford’s marketing campaign also made use of late-night comedy in three online videos dubbed "The Hybrid Games," which have the C-Max vs. the Prius in a number of sporting contests like "the Semi Pass," "the Freeway On-Ramp," and "the MPG Challenge."

Also starring are two very nerdy faux sports announcers named Bob and Roger. Roger is a mellow person who says it is Ok to chill when he gets stuck behind a semi truck on the road. In contrast, Bob gets angry when in a similar situation.

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