Some ad campaigns don’t work. Like the recent mistake of putting an American Idol winner in a retail automotive ad. Scott G comments on Ford’s chopping of Taylor Hicks.
Taylor Hicks is famous. As the 2006 winner of “American Idol,” there are marketing opportunities for Hicks that can’t be beat.
His undisputed ranking as the best karaoke singer in America created a high recognition factor that was too much for some companies to pass up.
Beep-Beep
It seems that the folks at Ford Motor Company were eager to move some sheet metal out of their dealerships, so before you could sing a line from The Beatles’ “Baby You Can Drive My Car,” Hicks was starring in a commercial for a sizzling summer sales spectacular.
Actually, it was called the “Drive on Us” program and its big feature was a Ford Credit offer of zero percent financing. Certainly nothing says “zero percent” better than Taylor Hicks singing and dancing.
Busted Moves
I can handle Hicks’ imitation of Michael McDonald. I have nothing against his bowl haircut (check my photo and see why I make fun of no one’s hair choices). I don’t even mind the fact that his dance moves are not quite as graceful as Rosie O’Donnell on a skateboard.
But just what does he have to do with the Ford brand? Yes, I realize how old fashioned this sounds, but I feel it’s important to have a tie-in between celebrity and product.
Chop-Chop
When the commercial began at the beginning of June, Hicks sang throughout the spot and was on-screen for about fifty percent of it.
By the end of June, Hicks was down to about a quarter of the running time and the announcer was talking over an instrumental version of the song, with just a couple bits of Hicks’ vocalizing.
By the middle of July, the announcer was speaking over the instrumental tracks for 90% of the commercial, with Hicks appearing out of nowhere at the end for a few seconds of warbling and lumbering. Which had even less of a tie-in with the product than in the original spot.
Helpful Hints
In the interest of assisting the marketing departments of U.S. corporations, here’s the start of a handy list of possible advertising associations utilizing Taylor Hicks.
He can be the “before” in commercials for:
- -Arthur Murray Dance Studios
-Supercuts
-The Gap
-Just For Men hair color
-The GE ad with the dancing elephant
If you feel that he must also be the “after” spokesperson, make certain you budget in enough money for some CGI.
Old Moves
So, what’s next for Ford? They have Kelly Clarkson in their ads. Well. Okay. Let’s assess that bold move. Better singer. Better dancer. Cuter.
But again, what is the tie-in between celebrity and product?
Addendum:
Here are my replies to some of the most common questions regarding this article:
1) During this period in 2005, Ford sales were markedly up but this year slumped 35% (including the first month of the Hicks spot).
2) The initial commercial might have been a good promotion for a Taylor Hicks album or tour, but was a disaster as a marketing effort for automobiles.
3) No, not especially.
4) I wasn’t writing this column when the horrifying Toby Keith spots were running.
5) I prefer singers who don’t copy the style of other artists.
6) One of my cars is a Focus, and it’s a damn fine vehicle so far (44,000 miles).
Editor’s Note: images are courtesy of the Ford media/press website.
SPHERE: Related Content — CLICK HERE to See What Else is Out There!About The Author / Editor:
Scott G owns G-Man Marketing in Los Angeles (gmanmarketing.com), where he consults on marketing and sonic branding, creates cross-media advertising campaigns (print, broadcast, Net), produces radio commercials, and composes music and aural IDs for radio and TV spots. He's also partner in Golosio Publishing (songsandsoundtracks.com). © Scott G. (Note: The opinions expressed by The G-Man do not necessarily reflect the opinions or policies of this site or its publisher.)» Learn More About Scott G
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I wouldn’t blame Taylor for that ad…if you go to his many websites his fans run you will see that when the ad came out, his fans were extremely excited…nothing but positive remarks for Ford and Taylor. He received millions of votes on AI, and his fans are sticking by him and his career. During discussions on the websites most have said when they hear Taylor on the commercial, they run to the TV to watch it even though they’ve seen it hundreds of times. Your opinion(s) sound like you dislike him..and that’s fine, but his millions of fans voted for him because they liked is performances the best, liked his personality and smile, and liked his dancing. Until you have as many votes for your ‘opinion’, his fans will take them with a grain of salt. We also have a bad economy, and the US car business is in a real struggle. If more Americans would stand by american companies - we would be a stronger country…we are sellling out our country and I’m tired of hearing reporters on every station fighting amongst each other for ratings instead of reporting the truth and all of us sticking together to keep us a strong country. Our country is now about constand porn (just to get ratings)..and that should be paid for by those who want to watch it, it’s about being the richest and not caring about schools, health care, etc. Fans of Taylor want to keep watching him because he makes us feel happy, he always smiles, is a southern gentleman.
Comment by cherie — Wed, 02 Aug 2006 @ 19:13:49 -0700 PDT
Well, the tie in is that Ford is all American. Taylor is all American. (at least that is my take) Plus, why wouldn’t you capitialize on the biggest TV show of the year.
I am guessing, whether you want to believe it or not, Taylor ranked pretty high on the Q scale and that is why Ford picked him. Remember, Ford had the option to sign every AI winner since season one and they choose not to. They choose Taylor for a reason. And just in case you didn’t know…the deal ended on Monday, so you won’t have to watch the commericial anymore.
I love the guy, he is all about good times and good music. How can you not like that?
Plus, it worked….I bought a Ford
Comment by Beagles — Wed, 02 Aug 2006 @ 19:45:29 -0700 PDT
It should probably be noted here, since the author doesn’t mention it at all, that Ford had an agreement with American Idol to have the winner of American Idol 5 to star in its summer ad campaign; there was no way to know who would win.
Comment by sn — Wed, 02 Aug 2006 @ 20:59:27 -0700 PDT
So you don\\\’t like Taylor huh? Well….in my humble opinion…your article/review doesn\\\’t hold water with the majority of America. As stated above…Ford had an agreement to have the WINNER do the commercial NO MATTER WHO WON….and TAYLOR WON! The votes of Amerca prove he was deserving and has the talent in many ways….to achieve a HUGE fan base that is growing daily. We love his voice, music (his original music is amazing), dedication to his craft, style, dancing, demeanor, smiles and immense appreciation for his fans! I believe that, whether Taylor is singing, dancing, talking, making a commercial etc…..MANY MANY people will want to watch, listen, and enjoy WITH him …his special gift in the music industry for MANY MANY years to come!
Thanks for sharing your thoughts tho…….
Comment by nancylee — Wed, 02 Aug 2006 @ 22:55:24 -0700 PDT
For those interested, original FORD press release for the Taylor Hicks commercial tie-in
http://media.ford.com/newsroom/release_display.cfm?release=23630
Comment by Administrator — Wed, 02 Aug 2006 @ 23:04:36 -0700 PDT
I have 4 Fords. I have 4 Soul Patrol T-shirts. I have 4 AI concert tickets to see Taylor. That’s enough of a connection for me!
Comment by cindyc — Thu, 03 Aug 2006 @ 00:48:07 -0700 PDT
Scott, do you always spout off before doing research? A simple search on the Internet would have answered or provided clues to your question:
“But just what does he have to do with the Ford brand? Yes, I realize how old fashioned this sounds, but I feel it’s important to have a tie-in between celebrity and product.”
Ford was a sponsor for American Idol. They chose to use the universal language of music on a show that is watched by a families. Families buy cars. That is the “tie in” in this marketing campaign. During the AI season, the Idol contestants did a music video featuring Ford each week. They were hokey, light hearted and fun. After reading your comments on this subject and some of your other editorials, I imagine you don’t relate to things that are hokey, light hearted and fun.
Each week, as one or more idols were removed from the competition, the remaining players got more of a spotlight until the final Ford music video featured Katherine McPhee and Taylor Hicks. They were shown as though they were on a date at an old fashioned drive in theater watching clips from all the previous Ford commercials they and the other competitors had been in. Naturally, the winner got a big contract to do a solo for them.
To me, the whole concept was brilliant. It gave the two finalists a very easy work week while capturing a bit of American nostalgia where a whole lot of viewers ( the ones who have money to buy a car) could relate to the concept of watching a movie in a car…in a FORD. The Ford commercials were “slipped in” to the show rather than just having commercial breaks. In addition, they were different each week, kind of a mini series within a series. People were looking forward to the new Ford commercial. Can you imagine looking forward to a commercial rather than using that time to slip out to the kitchen or bathroom? How cool is that for Ford? Or maybe just slick on their part. At the end, both Kat and Taylor received keys to a new Ford, an American Dream only second to owning your own home. As someone else mentioned, the winner of the Idol show received a contract with Ford. Hicks was the winner and Ford is a big winner this year because Hicks has hit a nerve with all age brackets of car loving Americans.
If you think a musician shouldn’t be the spokesman for Ford, who do you think they should use? A car mechanic? a chauffeur? a race car driver? a Soccer Mom?
There are thousands of people (like myself) who never watched Idol before this year and started tuning in weekly, because Taylor hit a nerve in them. Many of these same people picked up the phone and became obsessive/compulsive voters so he would win the title. Like Beagles said, Taylor Hicks is All American. He is the Horatio Alger of modern day musicians.
Taylor is not a karaoke singer, which by the way, is a trite phrase often used by cynics and/or naysaying hack writers to put down the American Idol phenom. I suggest you check out his original music which is available for free listening on a number of sites. Taylor Hicks is an artist.
And Ford, I hope you buy some time at the Super Bowl and utilize Taylor Hicks in some more commercials. He is awesome.
Hoosier Mommy
P.S. SOUL PATROL!!
Comment by HoosierMommy — Thu, 03 Aug 2006 @ 01:23:59 -0700 PDT
Actually this blog indicates the writer has no clue of good marketing. It was one of the best moves made by Ford. Taylor has power. Ford new a winner when they spotted him. He will do well.
Comment by Bogie — Thu, 03 Aug 2006 @ 01:59:03 -0700 PDT
Look its obvious you are not a Taylor fan and just bashed him to heck. The way we hear Taylor was to end the Ford ad July 31st. It was short term.
Also Toby Keiths ad was the same, gradually toned down till it ended. So it wasnt anything anti Taylor that Ford did, or anything Taylor did.
Ford is as American as American Idol and Apple Pie. Taylor is as American as they come, so why not pick him?
Im glad he did the commercial. Ford was smart to have him because hes the best artist to come along in a long time in this world of recent crappy music!
PS too bad you dont get his dancing either. Dont be so closed minded.
Thanks!
Soul Patrol out.
D
Comment by Deb — Thu, 03 Aug 2006 @ 02:35:02 -0700 PDT
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Comment by Administrator — Thu, 03 Aug 2006 @ 03:55:47 -0700 PDT
You forgot something very important about Taylor. Whatever Taylor is selling, the Soul Patrol is buying. End of story.
Comment by lauratiki — Thu, 03 Aug 2006 @ 04:27:40 -0700 PDT
Scott, you are one bright guy, I have to tell ya. You OWN an ad agency? Or bits of one? And you don’t understand the concept of “Contract with AI to run their winner in the ads”? Or maybe the concept of “ad will run for a specified length of time until we decide to run the next campaign?” Guess not. ::head pat:: It’s okay.
I saw the Ford commercial no less than 8 times last night. And Taylor wasn’t “nixed” in the least. In fact, it was the same commercial I have seen since the beginning.
Sour grapes, my friend.
Comment by Ebeth — Thu, 03 Aug 2006 @ 05:21:04 -0700 PDT
I find it very sad when so many writers have an opportunity to write a positive article about a person in the public eye, instead, choose to write something so totally negative.
I have read many negative articles about Taylor Hicks, find them all to be very unfair and totally biased against this singer/entertainer. The U.S. and the world has not seen a singer in recent years who dares to come onstage being himself, singing music that really is music, and is so totally charming and entertaining in his performance. Thousands of fans around the world love him, love his talent, and desperately miss seeing him each week on their television.
Why don’t writers like you get it? I also follow other singers, who also are either totally unrecognized in the press, or are bashed as Taylor is. I would suggest to you and to these other writers who seem to take such joy in bashing people, to take more time in researching an artists work before they write blogs or articles for thousands of people to read.
Furthermore, Taylor had a lot of connection with Ford; who exactly did you want to represent them? If you were gifted with a new car, would you do a commercial for the company?
If you wanted to rile Taylor’s fans, you really have!! You may want to write an article now about what America has been looking for in a new artist. We have found it….and it is Taylor Hicks.
Comment by Marian — Thu, 03 Aug 2006 @ 05:26:37 -0700 PDT
Oh, I forgot to say I absolutely loved the commercial and have looked forward to watching it over and over again…….because it was Taylor Hicks doing the commercial with all his talent, charm and fun.
Comment by Marian — Thu, 03 Aug 2006 @ 05:28:30 -0700 PDT
It’s pretty obvious that you did not like Taylor even before the commercial. Did you know that Michael McDonald said he was flattered by the comparison and thought that Taylor was fantastic?
You did not state how you were qualified to make the statements that you did. I checked out your accomplishments and it seems that you do radio ads …one for alzheimer’s and one for cancer..that was all that I could find. How do you consider yourself to be an expert on TV ads? Did you hear from Ford that they feel that they made a mistake?
Comment by sheden — Thu, 03 Aug 2006 @ 07:43:23 -0700 PDT
Oh no! Taylor Hicks made my Ford catch fire!
http://www.cnn.com/2006/AUTOS/08/03/ford_recall/index.htmlFord recalling 1.2 million trucks and vans
Recall is in addition to 3.8 million recalled last year for potential fire hazard.
Comment by Administrator — Thu, 03 Aug 2006 @ 16:12:21 -0700 PDT
He is THAT HOT! Lol
Comment by HoosierMommy — Thu, 03 Aug 2006 @ 17:23:25 -0700 PDT
Justin Timberlake: ‘Idol’ champ ‘can’t carry a tune in a bucket’
NEW YORK (AP) — Justin Timberlake backtracked from criticism of “American Idol” winner Taylor Hicks after telling Fashion Rocks magazine the 29-year-old soul singer “can’t carry a tune in a bucket.”
http://www.cnn.com/2006/SHOWBIZ/Music/08/18/people.timberlake.ap/index.html
“The guy who won — people think he looks so normal, and he’s so sweet, and he’s so earnest, but he can’t carry a tune in a bucket. Do you realize how much pressure it is to put on somebody all of a sudden?”
Liz Morentin, a representative for Hicks’ record label, RCA, declined to comment Thursday.
Comment by Administrator — Sun, 20 Aug 2006 @ 15:24:19 -0700 PDT