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Ford’s 'Dream Big' with Fusion Delivered by a Child
By: Cindy Wendland
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Did you see Ford’s latest holiday commercial for the Ford Fusion? Santa and an elf are FaceTiming a little boy. The little boy tells Santa he doesn’t want a video game this year. He wants a Ford Fusion, and he knows all the facts and figures behind why it is a good decision.

We used to think that children had a big influence on car decisions, but consumer research has determined that is not the case. Children do have a big influence on products they consume, but less influence on major purchases such as a car. The commercial may not have been intended to influence children to influence their parents. It may just have been playing on the cuteness factor. The little boy is cute and knowledgeable and that is appealing. It is also appealing that the boy is engaging in solid dialogue with two adults, if you consider Santa and an elf to be adults.

The other aspect of this commercial that is good for the brand and good for marketing is that the information is conveyed simply. When the information is coming from a child in the way that they speak, it is simpler and more easily understood. That is a huge benefit to having a child deliver the message. Other times of the year it may not make sense to have the information coming from a child, but at the holidays, it makes sense and can be powerful.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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