These next two I'm grouping together despite a generational change occurring between the two. The theme started with the first one flowed through to the second.
At the end of 2006, Ford revealed a late refresh for the BF Falcon to create the BF MK II. This model was to tide Ford over until the launch of the new FG Falcon in early 2008, important because by this stage Ford were up against the first all-new Commodore since 1978.
The BF MK II restyle was focused on the non-XR models, meaning Falcon XT, Futura, Fairmont and Fairmont Ghia models, as well as the XL, XLS and RTV Utes. This basically previewed the FG Falcon by using a similar design for the headlights and front bumper and hood.
The model that got the most stylistic change was the Fairmont Ghia, which ultimately formed the basis for the marketing material, such as brochures, press shots, print media and TV commercials. With the new front bumper laced with chrome accents, the black-eye headlights, XR side skirts, XR rear bumper and XR chrome exhaust tip, Fairmont Ghia certainly cut a fine figure. This also signaled the end of the classic Ghia script, replaced by plain font lettering.
In other words, Ford were trying to shift perception when it came to Falcon. Instead of using the aggressive and masculine leaning XR6/8 for marketing material, Ford chose to head down a more refined, European theme. Even the TV commercial made reference to the European flavor, and the overall look Ford was going for was class and restraint. The result was this....................
(This is the extended version)
Compared to previous BA and BF Falcon commercials, the one for the BF MK II was totally forgettable. Excitement was out, replaced by a wishy-washy backing track and a series of lame "benchmarks" written across the screen. Stuff like "Italian Spirit", "German Precision", "Swedish Safety"? What bullsh.t! Some models used a German gearbox, but the connection ended there. Sure, Ford still owned Volvo at this stage, but Volvo wouldn't have even heard of a Falcon let alone influenced the safety engineering. And Italian spirit, nothing about a Falcon had a connection to that country. It's as if Ford were trying to distance themselves with the things that made the Falcon unique. As in, designed and engineered in Australia, tuned for Australian roads and made in Australia by Australians. Instead, they wanted customers to think otherwise. If you couldn't tell, I really didn't like this commercial.
And so we arrive at one of the most hated Falcon commercials of all time.........................
So, the tone set for the BF MK II carried over and intensified for the FG Falcon. Gone were long established nameplates such as Futura, Fairmont and Fairmont Ghia, replaced by soulless letters and numbers. I get it, Ford were trying to modernize the Falcon lineup, give it a new lease on life and attract new/younger customers. Except those younger customers would have been attracted to the XR's, so all Ford did in ditching the old names was alienate the older clientele that were going to buy the luxury models anyway. People would walk in to by a new Fairmont only to be confused by what a G6 or G6E meant. The name changes were pointless.
Presentation wise, that effortless grace and classy restraint started with the BF MK II Ghia continued with the new G-Series.
The walking fingers commercial was heavily panned for being lame, especially with half the ad focused on a set of fingers and not the car itself. From my perspective, it offered no appeal, no cut through, no excitement to make me want to go out and buy the car. As a marketing tool, this ad was a pathetic failure.
Thing is, I treat both BF MK II and FG TV commercials as the same, they lacked flavor and excitement. And if a die-hard Ford man can't get excited about the vehicle after watching these ads, how on earth were Ford expecting to reach less biased potential customers? And yet, I've always wondered why no one really complained about the BF MK II commercial, as to my eyes, it was just as bad as the FG walking fingers campaign.
The sad thing is, both ads undermined the excellence of these vehicles.