Sunday, February 19, 2006

Overactive Adrenaline Disorder

Ford has just kicked off its latest advertising campaign with a series of mock educational materials surrounding Overactive Adrenaline Disorder. This condition, originally detected in Ford Racing drivers, occurs when an above-average need for adrenaline goes unfed.
The campaign is fairly extensive, including print and TV ads, and a website where users can perform a self-diagnosis to see if they are affected. The cure, of course, is the purchase of a new Ford Fusion, which is apparently an incredible source of adrenaline.
Obviously tied in to Ford's NASCAR campaign, the campaign would seem to make sense. However, while Karl Edwards may drive a formula car with "FUSION" stickers on it, the Fusion is by no means the best source of adrenaline within the Ford Motor Company(Shelby Mustang, anyone?). The end result is a good effort that produced an ad campaign that works well in a box, but makes little sense when brought out into the real world.

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