Favourite Automotive Adverts: 1967 Mercury Cougar | The Each day Drive

1967 Mercury Cougar, Mercury, The Man's Car
1967 Mercury Cougar

You’d assume {that a} retailer would do something in its energy to keep away from alienating its prospects. Any prospects. Watch a TV industrial in the present day and also you’ll typically see a calculated smattering of actors from a broad vary of ethnicities, and, that is key, each genders.

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1967 Mercury Cougar

We all know from the latest Bud Gentle debacle that taking part in to a selected component of your viewers can have surprising ramifications, on this case, offending different purchaser teams. And, typically, that’s simply one thing a enterprise group has to, or at the least ought to,  reside with.

However think about an organization—let’s say a automobile firm—being so daring as to deliberately write off half of its potential buyer base in a daring play for the opposite half. Sound loopy? As a result of that’s precisely what Mercury did in 1967.

For 1967 the Mercury division of the Ford Motor Firm adopted a brand new marketing campaign, and in doing so just about eradicated girls from its purchaser base. The “Mercury, it’s a Man’s Automotive” marketing campaign lasted only one mannequin 12 months, however didn’t do the hurt a contemporary, enlightened advertising sort might need predicted.

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1967 Mercury Cougar Ad
1967 Mercury Cougar Advert

Certainly, given the boldness of the tagline, the advert copy was surprisingly bereft of sexism. The Cougar advert seen right here, which introduces the top-trim-level XR-7, says nearly nothing gender particular, although means that cool gauges and massive engines are of better enchantment to these of us burdened with a Y chromosome.

Although Mercury pulled the plug on the Man’s Automotive factor for 1968, it didn’t endure because of its advertising misogyny. Certainly, in a down 12 months, Mercury truly picked up market share. That stated, the model’s 1968 marketing campaign was much more feminine inclusive, with girls figuring closely in most of its print and TV advertisements.

As for the Cougar, was it a “man’s automobile?” Sure, given the heavy emphasis on energy and efficiency, historically male-preferred automotive attributes. However we suspect the automobile’s clear look, tidy dimensions, and usually sporty character would enchantment to nearly any 1967 shopper with the cash to buy a Mercury.

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