The 10 TV commercials under the spotlight at last week’s AdForum event, held in association with Ornico, were a mixed bag, with a number failing to make a positive impression on the audience. Commercials are selected based on the frequency of their flightings in the previous three months. The acquisition of a car is a significant expense, but there was some doubt about the ability of much of the advertising on offer to convince buyers to consider their brand. Ford Ranger’s most recent TV commercial was largely well received by the AdForum audience, which commended it for its human element and the fact that it told a story. Bakkie marketing in SA typically focuses on the vehicle being tough and rugged, said Publicis Machine creative director Willie Struwig. He argued that this commercial did the job and managed to cut through the clutter by adding a human story rather that falling back on the “tough and rugged” narrative. Mongezi Mtati, Ornico marketing manager, agreed, adding that t...

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