Ford Motor Co., Starting A Family
Volvo was awarded the prestigious David Ogilvy Award by the Advertising Research Foundation for this print ad campaign. It also won the 2004 Multicultural Excellence Award from the Association of National Advertisers, the first year the ANA carried a Gay & Lesbian category.
Company
Brand
Industry
Media Outlet
Country
Region
Agency
AdRespect Themes
User Comments
Javier
Sexual orientation has nothing to do with cars and vice versa. There is a deep and sad problem in advertising now: Why is such a thing like sex used to sell? Simply because a lot of people are not serious and mature about sex. A car is just a way to move and when we use it to express our sex orientation...man, something is twisted in our minds! Interesting web page but this add is insulting and naive. Thanks for the chance!
Sharlene
How sad that you have to discuss someone's sexual preference to sell a car. It's not just the homosexual agenda. I don't agree with any company that uses SEX to sell their product. How sad our children have to grow up with sex selling everything. I just read where this website made reference to the American family watching TV and how they show the black person as "the norm" and it said "what about gays". Are you seriously wanting people to give you rights because of your sexual preferences? Blacks were slaves. What are you?
Cheryl
I am really disappointed in Ford. All they are trying to do is sell to one group of people. They are making gays a minority. Personally, I believe that they should just sell the automobile and forget trying to point to just gay groups. They are loosing a lot of business and risk going under.
Aaron
Ford, the company that owns Volvo, is pandering to a very narrow segment of the buying public. Since pickups and SUVs constitute the majority of Ford's sales, it's a safe bet that this ad will not sit well with a good portion of customers. Moreover, the ad contains very little information about the vehicles; it appears to be simply a means of communicating an agenda.
Kim B
Two (2) side pics of autos 6 pics of gender confused individuals 0 information on the auto. Not sure what it is they are selling, but it sure isn't "pride in their cars". Ford should consider their audience and produce a more comprehensive ad. Stick to selling cars, not hidden agendas.
Tonya Williams
I knew there was a reason why I always loved Volvos...
Cindy Clardy
As a lesbian grandmother, I find it delightful to see an automaker recognize the validity of all types of families. Would love to see this expanded from just Volvo to other Ford brands such as Explorer, Freestar (especially after the Windstar moms campaign), and Mustang.
Caroline
This ad is a breath of fresh air!
Sharie
I am always discouraged when a company uses an agenda to sell a car that has nothing to do with the quality of the product. I am not in agreement with the ad, as I will not accept homosexual families as normal.
Chris Shoemaker
How offensive. The product must not be able to stand on its own. Ad does not tell me how much room for how many people or how safe the car is. Instead they have to market toward a niche market that THEY perceive is hot. The donation offends me too. If all of a sudden it became acceptable to bash gays and lesbians, Ford/Volvo would change their marketing accordingly.
Christopher
Hmm, I will definitely check out a Volvo!!!!
Fredrick Bertz
All I have to say is that it is too bad that Ford bought Volvo and now all Volvos run like crappy American cars because the design of their engines and chasis have all been Americanized. Otherwise this ad would make me consider a Volvo.
Michael
I am always discouraged when a company uses an agenda to sell a car that has nothing to do with the quality of the product. Homosexuals should be offended that their lifestyle is being portrayed as acceptable because it is a market. I am not in agreement with the ad as I will not accept homosexual families as normal.
Related Ads
Filter Ads
