A couple of weeks ago, as I scrolled through my Facebook feed, I came across a “Suggested Post” from Ford featuring a video of Elle King and Betty Who. I’m a fan of Elle, so I stopped scrolling and watched, despite my usual disdain for all things “suggested” on social.
The video is just under three minutes, and these two female musicians discuss things near and dear to my heart: body image issues and body positivity, being authentic and creative, pushing the limits that people set for you as a woman. I watched the entire thing, realizing that, yes, Elle and Betty are driving around Brooklyn in a Ford Focus, but the car is not the focus (pun intended) of the video.
Instead, it’s these two bright, talented, articulate women talking about life, talking about issues that I deal with, too. And what kept me watching was the conversation they were having … an honest conversation between two friends. I loved it.
It’s not until 2:41 in the video that you see the words “Ford Focus” come onto the screen. Then there’s a quick shot of the traditional Ford logo, followed by Elle mentioning that if you want to listen to the entire conversation
By 2:50, there’s about 9 seconds of video of a gentleman telling Betty, still in the driver’s seat, about the assisted backup camera in the car. But that’s it.
Ford used 9-10 seconds of a 2 minute and 59 second video for its product, and left the remaining 95 percent of the video in the hands of Elle and Betty.
Now, are these people talking about how they want to go out and buy a Ford Focus? No, and that’s ok. They’re talking about Elle and Betty’s conversation, about how much they like the musicians.
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