Textual Analysis 1: Ford Puma - Space Reinvented (2020)


  •  Advert opens with people playing basketball in a rather claustrophobic blue court. The Camera is very active panning around the players before shooting upwards looking down ( Judging by the movements this is using an FPV drone). When the drone shoots up it reveals the court to be in an alleyway. The court being in  an alley and opening the video links with the title of the advert " Space Reinvented". This can be seen as linking to two things, number one is this is the reinvention of the Ford Puma, a sports compact discontinued in 2001, the new Puma is a crossover rather than a sport compact like the old version. The second link is to the change to the boot-space with the new Puma with it having a lot of storage space for a boot its' size. 
  • The entire advert is centred around marketing the storage capacity of the puma with Ford using the space in between the powertrain as storage space rather than leaving it empty. This can be seen as well through the sentence of " Tomorrow says, where there's space, make something new of it" which is split up and places throughout the video. Ford is intending to have this link with the Puma, implying it is the car of the future with "Tomorrow Says".
  • Part of the advert was filmed at Copenhill in Copenhagen. Copenhill is a snow free ski slope situated on the roof of the ARC ( a waste to energy power plant). As well as fitting with the tagline of " Tomorrow says, where there's space, make something new of it" with the space of the roof being made into a ski centre, it is also quite a striking place in general with the industrial powerplant clashing with the adventure sports and green AstroTurf of the ski hill.
  • The use of action sports is also prevalent throughout the video, from basketball to BMX/Skateboarding through to  Skiing and Snowboarding. This is showing how Ford is attempting to sell the car towards people who are in their 20s and 30s who are looking for a car that helps accommodate their active lifestyle. This can also be seen through the use of the song Power by Kanye West a song often used in the promotion of action sports.  The song also has lyrics featured in the advert such as "doing it better than anybody you ever seen do it" which I see as Ford trying to show how they believe the Puma is the best crossover car you can buy.

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