The first thing you will notice about the commercial is the song. A beautifully, simple tune to focus your brain in on the product that Ford is trying to sell. Not only the song shows the characteristic of simplicity but the whole commercial emulates this single aspect. From the shots of the people to the longest sentence of only four words, a commercial can not be any more simple than this. If it were than I wouldn't be raving about it because this ad is perfect in how simple they went to show the vehicle.
Since the song brings you in and makes you look, the next vital thing that is in this commercial are the short sentences. These short sentences make it easy for the viewer to understand what is going on. They say enough so that they have a point but they also say the least amount possible so that the viewer can watch the short clips that are being shown in the background.
These short clips are what drive this commercial home. When you buy a car, you want the car to do one simple task and that is to get you from point A to point B and every point there after. Some buyers/leasers will also want special features such as satellite navigation or leather seats but everyone can agree that they are buying a car to take them where they want to go. While the customer has the car they are going to do the daily tasks of dropping off the kids at school but there will also be times when they will go into the mountains to go skiing or take a road trip. During either of these the customer wants to enjoy themselves and the clips in the commercial show just that, them enjoying themselves while in their car.
Buying a car is mainly about the experience and less about the specifications of the car, for the common person. This SUV is a vehicle for the common person and they have hit their target audience in the bulls-eye. They also showed this vehicle in no particular light so that they won't just get soccer moms and they won't just get business men. Any person can be seen using this car in any way they want to, which is the definition of an SUV.
I choose this commercial for a couple of reasons, one of them being I can use this as a benchmark for me to compare all future commercials to. Which means rating this commercial anything less than a 10 would be ridiculous. Ford made an elegantly simple commercial that could have gotten another buyer if I was in the market.
This commercial passed all of the criteria I have set in place (creativity, remembrance, etc) but future reviews will have all of the criteria laid out. Let me know in the comments what you think of this commercial!
-Adam