Ford's 'American Idol' music videos continue, despite challenges

The economic downturn and some unfortunate marketing research following last year's "American Idol" season didn't discourage Ford from creating more American Idol music videos/commercials this season. The first one airs during the "American Idol" broadcast on Wednesday night.

Amid harrowing times for the Detroit Three, tightening advertising budgets have not yet forced Ford to bail from its 10-season, reported $25-million-plus sponsorship deal with Fox's "American Idol" show.

This despite the negative press that sprung up at season end last year, sparked by an Advertising Age article by author Martin Lindstrom citing a “neuromarketing” research study.

The study, which measures brain activity of consumers while watching advertising messages, showed a positive impact for both AT&T and Coke brand messaging on "Idol," but Ford got a negative score. The reason cited was that the automaker's music videos seemed like random interruptions to the show.

“Coke and AT&T were integrated within the flow of the show, but Ford’s impressions lacked a clear purpose,” Lindstrom wrote. He claimed that if the products were created as a part of the story line of the show, consumers would accept it. If not, consumers' brains would simply erase the information.

For the eighth year, Ford and its ad agency will produce a batch of custom music videos –- Ford insists they not be called commercials -– featuring each of the post-elimination contestants each week. Who can forget last year’s “Matador” music video, in which eventual Idol winner David Cook donned shiny bullfighter tights for the sake of the Ford Mustang and the "Idol" sponsorship contract? 

There are still questions as yet unanswered by Ford. What will this year’s contestants have to wear? Will the millions of viewing brains out there reject Ford’s product placement, or will they grow more endeared to the struggling American brand? We’ll find out –- right after the break.

-- Joni Gray

Related story: American Idol Daily: King Cook

Photos: This season's top 13 American Idol finalists, credit: Chris Pizzello / Associated Press; last season's Ford "Matador" video, credit: Fox

Comments

[Scorebaby]

Surely Ford's Idol music videos seemed like a natural fit on paper, and there doesn't appear to be a more natural way to fit their products into the show. That said, what better show to advertise on? If they gave up the spot, you'd soon see another automaker trying to take its place. Surely, it's a case of "damned if you do, damned if you don't".

[Jeff Weibel]

I think Ford's ads are entertaining and I acutally watch them vs. TIVO'ing through. The kids are having fun and it is great product integration. Maybe viewers have a negative thought because they want to see the show so badly--it is addictive!

On a more pressing note, I think Ford's agency blew it this week with the water ballon ad. They had a perfect opportunity to show Scott driving away in the Ford Focus for the scene. I know that MABD (Mothers Against Blind Driving) would be upset, but a little slpastick never hurt a car commercial...:@)

[Diana Glidewell]

thanks for the show we love it

[Linda Melhoff]

I'd buy those musical videos/commercials on iTunes if I could! I actually look forward to them. The imagination/creativity and the integration of the graphics with the contestants is superb. Compare it to a kid watching a car go by and saying "zoom zoom". Which do you think would make your brain waves yawn first? I hope they didn't pay a lot of money for that neuromarketing study.