Dating prank ad campaign spotlights potential of creative marketing for franchises

Another Valentine’s Day has come and gone, and chances are you stuck with the tried and true. Maybe you bought flowers for your special someone, or took them out to a nice dinner. Heck, perhaps you even went all out and sprung for some expensive jewelry.

But spinning donuts at high speed in a brand-new Mustang? Not likely.

However, that’s exactly how Ford had a group of prospective Romeos spend their first dates in its new “Speed Dating” advertising campaign.

The spot’s simplicity is also its genius. A group of young men show up one by one for a blind date at a local coffee shop. They’re greeted by a beautiful blonde and awkward first-date chit chat ensues.

Soon enough, the woman suggests they get out and about in her car – the new Ford Mustang. She pretends to be barely competent handling a stick shift before pulling into an abandoned parking lot and letting loose.

Cue bug eyes, nervous laughter, excited screams and the guys’ realization that their date is actually a professional stunt driver.

Recipe for viral success
Every brand, big or small, wants to score a viral video. However, it’s that same yearning that often counts against companies.

After all, a video that feels like it’s trying too hard is sure to turn off consumers and limit its shareability.

What makes Ford’s new ad so effective is its simplicity. Everyone who’s ever been on a blind date can instantly relate to the awkward atmosphere that comes with meeting a potential romantic partner for the first time.

Meanwhile, the excitement that comes with driving fast is also universal. There’s a reason movie car chases and NASCAR remain so popular.

Put the two together, mix in a little hidden camera hijinks, cook on YouTube at 400 degrees until the edges are browned and voila, you’ve got yourself a creative marketing hit.

Obviously franchises can’t replicate the exact formula of Ford’s “Speed Dating” campaign, but they should be taking notes. If the ad proves one thing, it’s that viral success doesn’t have to be complicated.