Moustache - EINSTEIN'S WAS SMALLER THAN MINE. HIS IQ WASN'T.

What does the latest Ford posters say about the company?

For one it says they are frightened; frightened that their ever dwindling market share is going to vanish completely into an Australian heat haze.

Why else would you feature a poster campaign where the logo is larger than the product and the proposition is even smaller still.

Ford will stop manufacturing cars in Australia later this year, and it’s my guess that these ads are more about propping up confidence in the dealer network, than they are about selling vehicles.

Given the new car sales figures for 2015, they should be worried.

Ford were 6th, with 70,454 sales (down 11.6%) and behind, of all manufactures, Mitsubishi with 71,752.

2015 was a bumper year for car sales with 1,155,408 vehicles sold – a 3.8% rise on the previous year.

Holden and Ford were the only companies to post a sales decline, with Ford having its worst year since 1966. Even the Mercedes-Benz C-Class comfortably outsold the Ford Falcon.

It appears that Australians have already given up on Henry.

If it was a fleet of the new Gonski Stealth Jet Fighters, then security and border protection would be the benefit.

If it was the Gonski High Speed Rail Link, running up the east coast, between Melbourne and Brisbane, then we would benefit from the convenience.

A Gonski Dam on the Ord River, would open up vast areas for cultivation and the subsequent benefit of increased food production.

Most Australians would see the value in paying 14.5 Billion Dollars for one of these Gonskis. That’s because we all understand what an fighter jet, rail network or a dam can deliver.

History has etched that in our minds.

Now the Gonski school funding reforms are different. It’s a complex issue to understand, let alone sell to the average punter.

There have been a number of newspaper articles written recently trying to articulate what a Gonski is. Here is the most recent one from SBS.

‘Selling’ has never been the strong point of the current government. They follow the polls when making policy decisions but don’t listen to the consumer when it comes to articulating their benefits.

They need a good advertising agency.

When the late, and very divicive, Maggy Thatcher came to power in 1979 she used the advertising agency Saatchi & Saatchi to sell her agenda. They came up with the ‘Labour isn’t working’ poster.’ This very quickly and simply articulated the Tory message.

I think Julia could take a leaf out of Maggie’s book and hire a good ad agency to help sell the Gonski.

 

The Osborne Sherry Company was founded in 1772 by Thomas Osborne Mann.

In fact it’s the second oldest company in Spain.

In 1956 they started to erect posters, featuring their logo of a large black bull, designed by Manolo Prieto and the words ‘Brandy of Jerez’ painted in red over the bull.

The original posters were smaller but were later enlarged, to their current height of 14 meters, to comply with new laws prohibiting outdoor advertising to within 150 meters of a major road.

In 1994 another law was passed banning all outdoor advertising.

The Osborne bull was doomed.

However public response was so strong that they were allowed to remain, so long as they were painted completely black and the original brand name was removed.

I remember seeing these large, almost surreal, silhouettes in 1972, 2007 and then again in 2008.

The Osborne brand has always remained embedded in my subconscious.

Even without the product name they epitomise great branding.

The Osborne bull has risen beyond advertising and marketing to become the unofficial symbol of Spain.

He is seen on the backs of cars, on flags, stickers and key rings.

There are still over 90 Osborne bull silhouettes dotted all over Spain.

We drove nearly 600km to get some snaps of two of them.