It is never a good idea to stick a target on your back and run around clucking like a chicken on heat. Strangely that seems to be exactly what Ford has done with their latest Ford Focus ad-campaign:
The benchmark? The benchmark? I do not want to drive the benchmark. The benchmark is the minimum. You want to aim above the benchmark. Nobody ambitious ever just reaches the benchmark, they supercede it. That’s the nature of benchmarks – they are not only there to be attained, but to be beaten.
And seeing as our advertising industry is fast asleep at the moment, here’s a nice racy suggestion:
(Note to foreign readers: Mentioning a competitor product by name [competitive advertising] is illegal in South Africa)
Thanks for the inspiration for this post, Brad.