Journal: This Ford Falcon Campaign Tried Attracting Women

This Ford Falcon Campaign Tried Attracting Women

By Petrolicious Productions
March 12, 2014

In sharp contrast to the majority of ads that Ford was running concurrently and just prior, these Falcon ads have a strong illustrative quality intended to speak to the period’s arts and crafts revival and growing nature-based environmental consciousness and connection.

This approach is not surprising when taken in context, as the Falcon was one of Ford’s more basic cars. In some ways these advertisements tell the story of the coming cultural upheaval throughout Western society. The Falcon was not going to be sold to the wealthy, well-entrenched few. Hence, the ads used to sell it needed to speak to the needs and wants of as many people as possible.

Interestingly, it seems that Ford was targeting women more than men, as many of the images portray women more realistically than many other period advertisements (that usually show women gazing longing at the viewer). However, we can’t help but wonder how successful these ads were in luring women as we suspect the old adage “you can sell a young man’s car to an old man” but not vice versa, applies to women too. No one wants to drive something cutesy.

Regardless, these ads somehow manage to look simultaneously modern and retro (before retro was even a thing) while eschewing the polished photographic trend of the era. Additionally, while they seek to highlight the cars’ usefulness, they point to the younger population’s growing weariness and awareness of slick advertising designed solely to move products.

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Clayton Merchant
Clayton Merchant
10 years ago

Well, there it is. That first picture is a dead ringer for my first car, a ’67 Falcon Futura Sports Coupe with one difference and that is the 289 logo on the front fender. Mine had the 200 C.I. straight six and was an absolute blast to own. That car taught me more about about ownership,maintenance and good times than anyone could have. Learned to change a head gasket, do brake jobs, mess with suspension components and impress my girlfriend. Purchased it used in ’76 for $500 and kept it through high school. I never thought of it as appealing more to women than men. Once I built it up the way I wanted it, it was a ton of fun even with the six and most of my guy friends thought it was pretty slick and it was rock solid dependable. Basically just a Mustang with a different body. Actually, the Mustang first used Falcon mechanicals, not the other way around.

Thanks for the drive down memory lane Petrolicious, those were good times!

Dustin Rittle
Dustin Rittle
10 years ago

I have always liked these old car advertisements from the art style to the cars themselves it just transport you to another time and place. Its nice to see the car companies going after women even if its a Ford Falcon 😀

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