How Ford’s Ad Scored 27% Above Memorability Norms

The automotive industry is in no doubt heavily impacted by the tariff situation, and some automakers are addressing the situation head-on with new campaigns and messaging.

Market research firm MarketCast took a look at two different auto ads – one from Ford and one from Hyundai – and measured the impact with consumers in terms of ad memorability, branding and ad breakthrough (did audiences remember both the ad and brand). Each ad took a different messaging approach to pull through as a way to connect with those consumers and (ultimately) help drive optimal business outcomes. Here’s what they found: 

• Ford’s “Committed to America,” highlighting its commitment to American workers and promoting the Employee Pricing program that’s available to all, jumped to #4 in MarketCast’s Brand Effect database for car ads, far exceeding auto norms. 
• The ad scored 27% above the norm for ad memorability, 21% higher for branding and +25% for ad breakthrough. It also drove notable purchase intent, performing 13% above the norm. 
• Of the consumers surveyed who believe now is a bad time to make a big purchase, over half (55%) still remembered the content of the ad, which MarketCast says proves the impact of the message.
• Hyundai’s “The Hyundai Way – Customer Assurance” also received positive audience response, but not at the same level as Ford’s ad: It scored 8% above the norm for memorability, +1% for branding and +4% for breakthrough. 
• Although the Hyundai ad briefly shows its U.S.-based manufacturing, the overall message is about stable pricing, with no change to MSRP across all vehicles. MarketCast notes that “its modest results highlight the contrast between emphasizing price consistency versus Ford’s stronger focus on American-made and tariff relief.”