The most dramatic part is the android Cranston, which is quite well done. It's like the ad grabs you and holds you out over the Uncanny Valley, and teases, "gonna drop you, gonna drop you!" Of course the fake TED talk is good too. But the president in the plane just looks so old-fashioned now. I mean, a president swamped with work? Weird. But I appreciated the concept the best, since I've always hated it when companies make vague claims about future technology. "Use Smith Brand soap. One day soon we'll bring you cyber soap."
The ultimate in future promises was a series of ads AT&T did in the early nineties. They made a lot of promises about future products like video phones and smart homes. That really ticked me off, because they were trying to sell us on things that they clearly were nowhere near delivering. Why not just promise us warp drive while you're at it?
At the risk of getting even further off track, someone uploaded the entire series to YouTube, and it's fascinating to see the view of today from a quarter-century ago. I'm pleasantly surprised at how much they got right. Well, they "got it right" in the sense that it would happen. In most of the cases, it wasn't AT&T that brought it to us. I wonder if there's grounds for a class-action suit here?
But back to Ford. Much as I like the idea of the ad, it all comes off pretty flat. For one thing, is "Paint it Black" really the best song to accompany the monologue? Let's talk about building the future with a song about depression. Okay, now that I think about it, I guess it was a reference to the Model T coming in black only, which was for the sake of standardization and efficiency, which was one of the innovations they're talking about. Just think, they've been sitting on that one since the song came out in the sixties.
The biggest problem, however, is that it's so out-of-step with reality. Ford is a company that just decided to dedicate itself primarily to Trucks and SUV's. Sure, those are popular, but in the public's imagination, they represent the Walmart parking lot more than the future. And they don't have a Prius or a Bolt in their line-up to point to as something they're pushing the limits with right now. So the climax of the ad is Cranston dissing other companies for not being futuristic enough while driving a bulky pickup that looks like it could have come from any time in the last couple of decades.
What's especially perplexing is that the ad and the campaign it's a part of is apparently supposed to be putting down tech companies. I had assumed that the vague "other guys" mentioned in the commercial were other car companies. But no, they're thinking of the tech companies that have been encroaching on the car biz. What? I know, I've been critical of such companies, but let's face it, it's quite an indictment of the American car business that Tesla has gotten as far as it has. Meanwhile, when I just went Googling for the latest on Ford electric vehicles, I just got promises that they have electric trucks coming soon. So this is the biggest self-own in advertising since Diet Coke's "Just For the Taste of it."
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