Ford's Advertising Voodoo

Recently, I came across a full page advertisement on the back cover of a magazine for Ford’s Edge crossover vehicle, which called out its “Vista Roof”—an opening glass roof available on the SEL and Limited models. Above the image, in large typeface, the ad states the following: The Vista Roof gives everybody a window seat. Then, in the small print at the bottom, it explains:

Three times larger than a traditional moonroof, the available Vista Roof allows you to have a good view no matter what seat you’re in. Learn more at fordvehicles.com.

Not sure why this part is in such small type—or if Ford actually surveyed the sizes of all vehicle moonroofs and calculated an average, qualifying this statement—but the ad’s focus was, no doubt, the Vista Roof. However, the image on the ad was a low angle front three-quarter shot showing off the car’s shiny Gillette triple-like grill and premium chrome wheels. The only visual indication of the car’s moonroof was the little plastic airfoil that pops up just behind the windscreen when the roof is open, which could be seen peeking out from behind the radio antenna.

I couldn’t understand, if the ad’s purpose was to spotlight the moonroof, why wasn’t it prominently displayed in the photo? Or even vaguely displayed? I went to fordvehicles.com to see if there were any photos that showed the Vista Roof, and I found two. The first photo wasn’t really print ad-worthy; it was a direct over-head shot with accompanying text that explained the feature. Essentially, it was an image of a big black square. The other photo was print ad-worthy, though, showing the vehicle cruising along a coastal highway with the roof open. But the accompanying text explained the standard tire pressure monitoring system. It became clear that Ford was playing a trick on me.

So I e-mailed Ford’s Sales and Advertising Department the following note:

I came across an ad on the back cover of a magazine for the Vista Roof on the new Edge, yet the picture doesn’t show the roof at all; the focus of the image seems to be the grill. I’m interested in learning more about this peculiar marketing strategy. Or did someone in the advertising department fall asleep at the wheel? Ha, ha. Anyway, I’m eagerly anticipating your response.

I am interested in finding out what the hell is going on, and will post the response from Ford.