If there was ever a tagline shift from somewhat "OK" to the blunt, "buy our crap now," it would be this new tagline from Ford, "Ford. Drive One." Is it possible a marketer has finally realized the purpose of advertising is to get people to buy stuff? Sadly, no.
The new tagline was developed in meeting with car dealers who don't give a crap about how Cannes-worthy an ad is as long as it gets people into the dealership and cars off the lot. Who knew a great tagline could come from a room of slick-haired used car salesmen.
Ford CEO Alan Mulally put Group VP of Marketing Jim Farley, recently "stolen" from Toyota, on the job last fall and my guess is the first stipulation he added to his employment contract was the ability to dump the "Bold Moves" tagline. How unlike management to have to put their name on a new pet project.
Of course, time will tell whether or not what appears to be a good tagline actually becomes one. If not, they could always take it one step further and institute "Ford. Buy One... Now" (Insert picture of dealer holding a gun to the customers head).
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