Ford's advertising strategy has undergone a drastic shift in recent years, from its once-optimistic, cosmopolitan image of America to a more defensive and resentful tone. This transformation mirrors the changing cultural landscape of America under the Trump administration.
The iconic 1924 Ford ad, "Opening the highways to all mankind," showcased the company's vision of an America where everyone had access to the freedom and mobility provided by its cars. This ad embodied the populist and democratic ideals of America during that era, with a focus on travel being within reach of the middle class.
Fast-forward to the 2015 ad, "What's next?" which proclaimed, "Things you never saw coming." This ad hinted at an optimistic future where everyone had access to Ford's products, including women. The image of a young girl in a pink tutu staring adoringly at a black Mustang was particularly striking.
However, today's Ford ads convey a sense of defensiveness and resentment. A 2024 ad commemorating the Detroit Lions' entrance into Ford Field for the NFC Championship game makes much of the toughness of Detroit brands. The voiceover from actor Jeff Daniels echoes Trump's sentiment, emphasizing that there are no shortcuts to success and that hard work is necessary to achieve greatness.
This narrative resonates with the "deep story" concept coined by sociologist Arlie Russell Hochschild. According to Hochschild, this story involves a sense of frustration, disappointment, and resentment towards those perceived as having it easier than others, such as immigrants, minorities, and public sector workers. This narrative has animated much of conservative rhetoric under the Trump administration.
In contrast, Ford's earlier ads showcased an optimistic vision of America, with a focus on inclusivity, accessibility, and the American dream. Today, the company seems to be selling a more inward-facing, defensive version of itself, one that is closed-off to optimism and willing to blame others for its perceived struggles.
The implications of this shift in Ford's advertising strategy are significant. It reflects a broader cultural shift in America under Trump, where a sense of resentment and frustration towards the perceived elite has become increasingly prevalent. As Hochschild noted, this narrative feels true enough to power a political movement, even if its underlying facts may not be accurate.
Ultimately, Ford's struggle to reconcile its past and present branding strategies serves as a microcosm for the broader challenges facing America under Trump. Will the company find a way to regain its former optimism and inclusivity, or will it continue to echo the defensive and resentful tone of the Trump era?
The iconic 1924 Ford ad, "Opening the highways to all mankind," showcased the company's vision of an America where everyone had access to the freedom and mobility provided by its cars. This ad embodied the populist and democratic ideals of America during that era, with a focus on travel being within reach of the middle class.
Fast-forward to the 2015 ad, "What's next?" which proclaimed, "Things you never saw coming." This ad hinted at an optimistic future where everyone had access to Ford's products, including women. The image of a young girl in a pink tutu staring adoringly at a black Mustang was particularly striking.
However, today's Ford ads convey a sense of defensiveness and resentment. A 2024 ad commemorating the Detroit Lions' entrance into Ford Field for the NFC Championship game makes much of the toughness of Detroit brands. The voiceover from actor Jeff Daniels echoes Trump's sentiment, emphasizing that there are no shortcuts to success and that hard work is necessary to achieve greatness.
This narrative resonates with the "deep story" concept coined by sociologist Arlie Russell Hochschild. According to Hochschild, this story involves a sense of frustration, disappointment, and resentment towards those perceived as having it easier than others, such as immigrants, minorities, and public sector workers. This narrative has animated much of conservative rhetoric under the Trump administration.
In contrast, Ford's earlier ads showcased an optimistic vision of America, with a focus on inclusivity, accessibility, and the American dream. Today, the company seems to be selling a more inward-facing, defensive version of itself, one that is closed-off to optimism and willing to blame others for its perceived struggles.
The implications of this shift in Ford's advertising strategy are significant. It reflects a broader cultural shift in America under Trump, where a sense of resentment and frustration towards the perceived elite has become increasingly prevalent. As Hochschild noted, this narrative feels true enough to power a political movement, even if its underlying facts may not be accurate.
Ultimately, Ford's struggle to reconcile its past and present branding strategies serves as a microcosm for the broader challenges facing America under Trump. Will the company find a way to regain its former optimism and inclusivity, or will it continue to echo the defensive and resentful tone of the Trump era?
. They seem so defensive and bitter, like they're stuck in a never-ending loop of complaining about how hard life is 
. It's like they're taking all the optimism and inclusivity from their old ads and just... draining it away 
. And that voiceover from Jeff Daniels? So familiar, you know? Like he's channeling Trump's whole "us vs them" vibe 
. It's like Ford's lost its way, man 
. They need to get back to that positive, can-do attitude that made 'em famous in the first place 
!
. They're all about being tough and hardworking, but where's the love for everyone's freedom and mobility? It feels like they're trying to fit into this "America is tough" vibe, you know? Reminds me of when Trump was running, it was all about America being great again, but now it just sounds like they're trying to be part of the problem 
. I mean, can't we just keep that optimistic America spirit alive? 
it's like they're saying "you're not good enough" or something... and honestly, it's kinda depressing 
anyway, i hope ford gets back on track soon & starts promoting positivity & accessibility again 
. It's like they're saying "Hey, we've been working hard just like everyone else, don't come for us" 
. I get it, times are tough and change can be scary, but there was a time when Ford's ads were all about spreading hope and inclusivity, you know? Like that ad from 2015 with the girl in the pink tutu staring at the black Mustang... that was some magic 
. Now they're just seeming to say "we've been knocked down, we need your help to get back up". Can't they just try to be optimistic for once? 
. I mean, Ford's been around for ages and they've always been about freedom and mobility, right? But now they're all about being tough and resilient like Detroit sports teams 
. It's like they're trying to fit into some specific narrative that Trump's team has built around America being this tough, exclusive place. And I'm just wondering... what happened to the optimistic ads that made you feel like anything was possible? The ones with the pink tutu girl and the black Mustang? 
That stuff was real 
.
.
. If Ford can't find a way to get back to being the optimistic brand they used to be, then what's next? 
They're like the anti-optimism vibe is totally on fleek rn. I mean, who needs sunshine and rainbows when you can just be all grumpy and defensive about how hard you worked for everything 
? It's like they're speaking straight to my soul, tbh. But seriously, this shift in branding strategy makes me wonder if America is just too invested in being mad at everyone else 
I think Ford's new ad strategy is a pretty interesting reflection of how things have changed in America over the past few years. It's like they're trying to tap into that "trickle-down" mentality from the 80s and 90s, where if you just work hard enough and don't rely on the government or anyone else, success will come. 
. They're so caught up in being "tough" and blaming everyone else for their struggles that they've forgotten what made them great in the first place - making awesome cars for the regular people! I mean, who needs to be defensive when you've got a Mustang 
).
. I mean, who wouldn't want to sell a more rugged, hard-nosed image of themselves when the world seems to be getting increasingly divisive and polarized? 
. 
.
.
... it felt like America was saying, "Hey, we're all in this together!" But now it feels like Ford's saying, "Uh, nope, we're good on our own." It's like they're trying to create a new narrative that's more about individual success than about community and progress 
. And it's not just Ford, it's all over America right now - everyone's just so... salty 
. Where's the optimism? The inclusivity that once defined America is still out there, but now it seems like Ford's playing catch-up with a whole lot of "us versus them"