Ford’s ‘American Idol’ music videos continue, despite challenges

This article was originally on a blog post platform and may be missing photos, graphics or links. See About archive blog posts.

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 bailfrom 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