The Power of Simplicity
This magazine ad takes you to what must be in a heavy industrial area. This is evident in the tattered cardboard border showing signs of use with it’s wrinkled sides and smudges of sweat that mayhave been applied through the handling of dockworkers. Strangely enough there is a Sepia style photograph hastily applied to the cardboard. It is tacked on by two staples from a staple gun on the upper corners. Above and below the photo bold block print names to its maker. Ford Country has been branded into the bottom of the piece of cardboard and below it an unusual modern logo on a metal plate claiming “Built Ford Tough”.
The black and white photograph depicts a work crew standing at ease next to their truck. The four of them represent three races and vary in age by 20 years. They wear wrinkled, dusty work clothes. Jackets, gloves and earmuffs aid in what must be a cold day. Hard hats and protective eyewear provide safety. In the foreground buckets of tools lay along side concrete forms stacked on top of hard pack earth. In the back ground a five story building, still in early stages of construction, stands steadily in the gentle breeze. The men are not posing. Their the facial expressions depict a snapshot like scene. This is not a place for fun. It is a place for work. The light tree behind the men reminds that it is a place of work even into the night. This is a sobering, serious place. Zippy sports cars blasting techno music out of open sunroofs do not belong here. This site needs a solid, stable, functional and tough vehicle on the work site. The Ford F-150 looks at home.
This advertisement depicts a work truck that can be used by a whole construction crew. There is nothing flashy. The power of this style is in it’s simplicity. Ford does not need to prove anything. This ad shows what is, evidently it is a common site in an area of construction. The Ford F-150 with four do...