Ford C-Max Challenges Toyota Prius in a New Animated Ad Campaign

Ford Motor has launched a provocative ad campaign for its first hybrid-only model, C-Max and critisizing the rival Toyota‘s Prius line

C-Max, which features a gasoline-electric propulsion system, is promoted in an animated 23-seconds TV spot called ‘Says Wheeee’ and debuting on CNN. The voiceover tells viewers why C-Max hybrid is better than Prius. C-Max is one of six new hybrids and electric cars Ford is unveiling this year in an attempt to compete with Toyota Prius range which accounts four cars. To draw consumers’ attention, Ford uses animation, which is not common for the automotive industry.

«When you’re a challenger brand like we are, you have to break through with your message to get noticed,» Jim Farley, the company’s global marketing chief and a former Toyota executive said in an interview to Autonews. «Two-D animation is not something you’re used to seeing. It’s to get people’s attention to say, ‘There’s something new.'»

The C-Max vehicle is positioned like the one with the best fuel economy. It is rated at 76 kilometersor47 miles per gallon both in the city and on the highway, according to Ford. That exceeds the 44 mpg city and 40 mpg highway for the Prius V but it’s not surpassing the original Prius car, which boasts of 51 mpg in the city and 48 mpg on the highway. C-Max can also generate 188 horsepower, while Prius V produces 134 horsepower. C-Max is priced starting $25,995, which is less than the Prius V’s base price of $27,345.

It’s not disclosed how much Ford is spending on this campaign but the company’s representative said that this is «a major launch» that «will extend over a longer period of time to help establish the new name.»