I hate most ads these days. The execution especially have become woefully bad. What might have seemed like a decent idea even till the storyboard stage, look disastrous post execution.
The Ford airbags ad is one such (sorry, I couldn’t find it on YouTube). There are two versions of this. One in which a 7 year old girl sitting in the backseat of an Ecosport makes a sad face and says “Papa, our car has airbags in the front, but I’m sitting in the back”. To start with, the casting of the kid is really bad. Neither does she look cute, nor does she look approachable and cuddle worthy (sorry little girl). Which is what you need to pull off the ridiculous question she just asked her dad. The little devil basically assumed her dad is a jackass of a driver and going to plunge them to their eventual deaths, and then went ahead and deduced that he is somehow okay with killing her and that’s why he chose to make her sit all by herself at the back. And no, she didn’t ask this in an adorable and sassy way a 3 year old asks these kind of questions. Because she is a freaking 7 year old. I know it looks like I’m hating on the messenger, but I’m actually hating the entire messaging system. The next thing that happens is of course the dad says our Ford car has 6 airbags and you’re safe, which is the point of this whole disaster of an ad. How he does not start weeping in absolute agony over the realisation that his daughter thinks he wants to murder her is beyond me. The voiceover calms everything down by asking you to check the number of airbags in a car before you buy one. Acceptable.
There is another shorter version of this ad, in which the girl is shown in closeup and she smirks and asks my Ford car has 6 airbags, how many do you have? That’s it. However, in these 10 second the character, whose only claim to existence is that she was born in a house which could afford a fully loaded version of a car, essentially shows you the birdie and laughs at your poor ass for not being able to afford a better car. Your kid surely deserves to die.
Bad form Ford, bad form.