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Yesterday on the blog we reported that car giant Ford, recently announced as a major partner of RideLondon, came in for some flak online for a controversial marketing campaign which encouraged customers not to simply drive their cars, but “aim” them.
Car companies have long promoted their products in an assertive and aggressive way, encouraging drivers to “be in control” and to “own the road”.
But Ford may have set a new low in openly marketing their cars as weapons. pic.twitter.com/NsSqV8VZis
— Adam Tranter (@adamtranter) June 5, 2022
The ad – which some Twitter users claimed was a reference to racing drivers ‘aiming’ for the apex of a corner – was described by the West Midlands’ cycling and walking commissioner Adam Tranter as a “new low”.
“Car companies have long promoted their products in an assertive and aggressive way, encouraging drivers to ‘be in control’ and to ‘own the road’,” Tranter wrote on Twitter.
“But Ford may have set a new low in openly marketing their cars as weapons.”
Referring to Ford’s new ‘Park the Car’ initiative, which aims to encourage drivers to cycle or walk for short journeys, Tranter continued: “It’s an interesting strategy for a company aiming to earn goodwill by promoting their support of people walking and cycling, the modes of transport most in danger of the weaponisation of cars.”
Last night, Ford contacted the cycling and walking commissioner to inform him that the offending advert has now been removed.
The motoring firm also acknowledged that when “taken out of context, the language used on this particular advert can be misinterpreted.”
Update: Ford have contacted me and have now removed the advert question, providing this statement. https://t.co/gspe9scWHs pic.twitter.com/m0N4aefGQu
— Adam Tranter (@adamtranter) June 6, 2022
Ford said in a statement: “We want to reassure you that nothing is more important to us than the safety of all road users and, though initiatives like our long-established Share the Road programme, we have been working to promote safer, more harmonious roads that specifically focus on cyclist safety.
“It is true that, taken out of context, the language used on this particular advert can be misinterpreted. We have taken action to remove it immediately and are working closely with our colleagues to ensure this is avoided in the future.”
While some praised Ford’s speedy response, others weren’t as convinced:
Great result.
Credit where it’s due to Ford. They dealt with the issue considerably faster than TfL did regarding their ‘car-crash’ of an advert.
— Jim Smithson (@BoredBrummie) June 6, 2022
“I’m sorry you were offended”
— The Ranty Highwayman (@RantyHighwayman) June 7, 2022
Well done for getting this action from @forduk . Language IS important. Now we need to get the Police to stop saying a car and pedestrian collided when the truth is a person was struck/hit.
— The Future Mrs O (@girlonabrompton) June 7, 2022
Excellent work.
“…taken out of context…”
I’m struggling to see what context would be appropriate for this sort of advertising copy. Maybe… 👇 pic.twitter.com/cQ5POQrsSA
— KarlOnSea (@KarlOnSea) June 6, 2022
To those saying ‘Well Done Ford’ have a word with yourselves. Nothing in this tagline was done well, and it should never have made it past the first hurdle for a vehicle on a road with ‘you aim it’ The fact no one at the car company saw the problem, speaks volumes !
— ConfidentCyclists (@ConfidentCyc) June 6, 2022
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