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Ford to market Jaguar to *** consumers
Reuters / December 17, 2002

DETROIT -- In a rare move by one of the Big 3, Ford Motor Co. said Tuesday it was starting a U.S. advertising campaign that would pitch Jaguars to *** car buyers, noting the group's wealth and taste for luxury goods.

"Typically consumers in that market tend to have high disposable income, and they tend to have a higher tendency toward luxury brands in general ... Jaguar is a very natural fit," said Simon Sproule, chief spokesman for Ford's Jaguar, Land Rover and Aston Martin brands in North America.

Ford said the campaign, starting this month and running until April, would target ***, lesbian and bisexual consumers through print ads that appear primarily in publications like Out magazine and The Advocate.

"It's a first for us, and we're pretty excited about it. We think there's a lot of upside potential," Sproule said.

Ford and other Detroit automakers or their foreign nameplates have advertised to *** markets outside the United States for some time, but forays with ads tailored for *** consumers in the U.S. market have been rare.

***-specific advertising would seem to make sound business sense, especially at a time when U.S. auto sales are slowing. Ford estimates the *** market is made up of more than 14 million consumers with a buying power of more than $450 billion.

The first print ad Ford is set to run as part of its campaign, created by Prime Access Inc. of New York, features images of winding country roads and the words "Life is full of twists and turns."

Inset, alongside the question, "Care for a partner?" is a picture of a lone young man and a separate image of a gleaming Jaguar X-Type sedan.

"The ideal companion takes many forms," the ad says.

It's a far cry from the macho swagger normally featured in advertising for America's automakers.

Mike Wilke, head of the Commercial Closet Association, a New York group that tracks advertising in the *** marketplace, criticized the ad as a bit too soft, saying the buzzword "partner" was the only thing that signaled something outside the mainstream.

But Wilke added that the ad was something of a breakthrough nonetheless.

"What is significant about it is that it is the first ***-specific American car company ad in this country," Wilke said.
 

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Discussion Starter #2
My idea for a commercial : black background, shiny new x type with lights on it and that nice reflection that only an auto maker can make -- car is on a turntable. At first only the back is exposed of the car but the announcer is talking in the background of the commercial announcing features, etc. Every now and then a clip is spliced in of the car taking turns, interior shots etc in a very flashback style....car is still turning..... finally you can see the whole car and barley make out a figure next to it. Its a big burly [email protected] guy in all leather with riding crop, chaps, leather hat, harry chest and everything ... also reflicting off of his leather is the spot light. His head is down but comes up quickly and then says in his gayest voice... "surprised?" .... then jumps in the car where 4 of his [email protected] [email protected] [email protected] friends are already and the dace music starts and then the car turns into a rainbow color and takes off of the turntable

AdamR

PS - on another note, the word "[email protected]" w/o the @ is blocked
 

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Discussion Starter #3
Other ideas....
1- the new jaguar x-type. With an interior carpet so pretty you'll just want to lick it.
2- 'More fun than being the butch one for a change'
3- finally a car gayer than the focus
4- a full line of *** automobiles for the homosexual on the go

AdamR


PS - I should not that I have nothing against homosexuals and I have many as good friends, in fact many of the jokes came from them .... enjoy
 
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