6 Reasons a Brand Manager Wouldn't Do the Ford "Focus Doug" Campaign - and Why They'd Be Mistaken

The 2012 Ford Focus Doug campaign caused a stir in the marketing world with its unconventional approach of using an orange sock puppet as spokesperson. Traditional marketing views suggest that the campaign is ill-conceived for several reasons, such as the unknown spokesperson, non-linear storylines, too many videos, unrealistic situations, hard-to-understand dialogue, and PG-13 content. However, the campaign's unique character and unusual situations offered tremendous story flexibility and engagement, appealing to a younger audience. The Ford brand managers' decision to move ahead with the campaign showed their understanding that future success requires innovation while maintaining a balance between tradition and edginess.