Topic: Ford resumes advertising in gay/lesbian publications

[Bullet Blue]

Ford to resume marketing efforts in gay publications
Posted Dec 15, 2005, 7:00 AM ET by Chris Paukert
Related entries: Trends

Well, that was fun. According to the Associated Press, Ford Motor Company has announced its intention to resume advertising in gay/lesbian publications after undergoing intense scrutiny in the media from liberal and conservative interest groups alike. The two-week long fracas appears to have come full circle quickly enough that Ford might not even miss plying its wares in a single issue.

Interestingly, Ford’s announcement does not specifically order the reinstatement of Land Rover and Jaguar ads (the Ford-owned nameplates that sparked the debacle), rather, the company intends to employ full-line ads that feature everything from its PAG brands (Jag, Volvo, Aston-Martin, and Land Rover) to its ‘bread and butter’ marques - Ford, Mazda, and everywhere in between (Mercury, Lincoln). The entire Blue Oval Family, if you will.
Whether Ford’s initial decision to pull gay advertising stemmed from its caving under threat of boycott from the American Family Association, or whether the move came simply as a result of fiscal belt-tightening may never be known.

Then again, to presume this matter is closed would be to make a dangerous assumption.

From autoblog

[Wetson]

Too late.  Damage is done!

[random006]

Too late.  Damage is done!

I disagree.  People have short memories and as someone pointed out, the whole mess took less than a month to resolve so advertising could continue without missing an issue.

What I hope this sorry episode proves is that companies need to focus their efforts on what is required to market their wares and not constantly worry about offending this group or that cause.

No company works in a vacuum but no company should be held at ransom by a specific lobby group.

[sirAQUAMAN64]

To me it wasn't a huge issue b/c they only removed Jag and LR advertising - Volvos were to continue. It's not unnatural for a company to pull it's ads from any publication or market group/segment and Volvos made the most sense to keep, so I wasn't all up in arms about it.

[froggy]

I read somewhere that Microsoft did exactly the same (first withdraw and then go agaisnt the AFA)
If nothing, it at least gives good exposure to the brand and show that it is now "gay-friendly".
Not such a bad move.....

[safristi]

Jeffy should know about focus groups and segmented advertising...how much BS is it...I imagine folks from persuasions A to Z read,watch and are influenced or NOT by the main stream ads aimed at ALL....does targetting a product to a specific group NOT destroy it's Global appeal....eg "Girlie cars"..VW Golf Converibles would prolly have wider appeal if they weren't so labelled

[Giant Dwarf]

I've only been half-attentive to this saga of silliness. I'm with SirAqua on this one 100% -- I'm sure the media made it a much bigger hullaballoo than it warranted.  We (at the agency) make recommendations on which media outlets to use or not all the time -- it's our job and is based on how well any given media works for the client.  We've had various products that various clients had thought might do well if advertised more heavily in gay and lesbian publications, only to find that the results may or may not warrant continuing the advertising in that particular publication(s) and the campaign would be pulled or not.  It's based on numbers and the success of the advertising medium doing whatever it is designed to do (ie. drive sales, increase awareness amongst the target group, etc.).  Do we even know for sure that Ford cancelled it because of pressures from narrow-minded right-winged ass-hats or is it simply a budgeting situation?  You can bet your ass that if the gay and lesbian media outlets were driving sales, Ford wouldn't be too worried about a few narrow-minded conservative groups whining.

[safristi]

I'm not betting MY ASS on any of your ads Jeffy....PUCKERING OFF.....

[mr_meow]

well they have lost me for life - Volvo Ford and Mazda - I can't tollorate that behave its unforgiveable as far as I'm concerned - shame I love the Mazda 3 too.
.

[Zoo]

What do you mean Mr. Meow? That Ford initially caved to pressure and removed the ads from these publications or that they are advertising towards gays and lesbians?

[The Mighty Duck]

I must have missed the announcement...

When did John Kerry take over as CEO of Ford?

[mr_meow]

What do you mean Mr. Meow? That Ford initially caved to pressure and removed the ads from these publications or that they are advertising towards gays and lesbians?

No, the fact they were pressure into not advertising  gays and lesbians pubications in the first place - its good they caved in - but I can't forgive them for doing that being peer presured - nought wrong with gay people - I should know 
.

[Zoo]

Thanks for the clarification Mr. Meow.

[barrie1]

I am Not knocking either side of the Fence but why Not just put Adds out there that covers all possible Buyers for the product. Don't Matter who or what your life is but only if they  have the  finances to buy this product.  Nobody Facking Business what you think of anybodys else's  Life Style. Treat everybody the same and sell them a car or truck.  Don't concentrate on all the rest of the BS. Thats All.