foreign strategy

Recently, I whipped up a strategy for the American launch of the European phenomenon known as the Ford Fiesta and handed it off to some very creative folks to see what they could come up with. (Still waiting). The launch is scheduled for next year, so I suppose we still have some time.

In a country where SUVs are getting bigger, hybrids are pushed as the only answer to saving the environment, and Americans are spending more on gas than ever before, a cute 'n playful ad won't keep keep them happy -- even more, it certainly won't motivate them to go out (or stay in) and buy a Ford.

The benefit for us? The newest Fiesta is being launched right now in Europe. The drawback? Consumer perspective -- what American consumers expect to see in car advertising next year will be a completely different playing field than British consumers right now.

Regardless. Here are 2 spots that popped up today through the blogosphere:

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The first one wasn't my cup of tea, if you will. Not sure if I didn't like the execution (which is not that far of a creative leap from the car's own name . . .) or I just didn't understand the strategy. It may very well be a combination of the two, only because . . . well, I'm not currently in the mindset of a British consumer.

The second one is a bit higher in my books. The strategy and the execution are solid. It's taking the opportunity to motivate people to feel the car personally, and feel that its a part of something larger. That redefinition of the discussion is key. Here's the spot:

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