Ford Endeavour: An Enigmatic Ad Campaign

Ford launched this perplexing print advertisement campaign to promote Endeavour 4×4 in India. It is really being difficult to make what exactly the campaign wants to convey through these advertisements. The campaign is no doubt visually compelling but the purpose remains well shrouded into the various lawyers of the advertisements. The advertisements are showing different wild landscapes such as tough mountains, snowy mountains and thick jungle, which probably depicts the rugged and tough aspect of the sports utility vehicle.

Each landscapes includes overtone of 4×4 on both end of the displayed mounds, consequently promoting 4×4 aspect of the brand. Though, the advertisements are visually fantastic but the weak art direction somewhat failed to provide it the desired direction. The product benefit too does not seem to be clear enough in the advertisement. Following the notion that these visuals need no supporting text, no copy has been used in the campaign. The campaign was created by JWT, India.

Via Twenty Four. Posted by: Balendu    Source