Ford under fire over ‘Swap Your Ride' ads

US-- Ford has been accused of ‘sugging' (selling under the guise of research), after it told members of the public who were filmed trying out its cars for an ad campaign that they were taking part in a research study.

Ford's ‘Swap Your Ride' commercials, created by ad agency JWT, feature ‘real people' who agreed to try a different car for a week. They were told they were taking part in a study by a research firm called In Home Test Drive Experience LLC, but the company had been dreamt up by Ford, and all the replacement cars were its own latest models.

The ads, which can be seen online here, are part of an integrated campaign also involving radio, print and online ads and dealer promotions. Ford said it used the front of a fake MR agency to make sure people gave their honest opinions, but the campaign has been met with anger in the research community for its portrayal of research to its participants, and to the viewing public.

As well as triggering much discussion on marketing and research blogs, Ford's campaign has drawn the attention of US research industry associations. CMOR is in the process of drafting a formal response to Ford, and the board of CASRO has also discussed the matter.

Merrill Dubrow, CEO of Texas-based MARC Research, voiced disappointment with the car maker on his blog for “taking a shot” at the research industry: “Ford, you didn't have to set up a fake marketing research company – there are thousands in the industry who could have done a great job for you,” wrote Dubrow. “It will be interesting to see if respondents believe Ford when they are conducting ‘real' research on their next project.”

Ravi Raina responded: “Sugging is already a major headache for our industry without reputed companies like Ford muddying up the water even more.”

Rachel Clarke noted on her marketing blog that none of Ford's ads showed any negative reactions – and asked what had happened to that footage. Others asked why, if Ford has such faith in its products, it didn't just use a real research firm and make the results public.

Marshall Toplansky of Core Strategies said: “To be labelled as, essentially, a ruse to get people to endorse a product undermines our credibility and hurts our already challenged ability to get co-operation from consumers.”

Author: Robert Bain