Cars are highly involving products that needs the attention of a prospective buyer, to consider every information about the car, the price, warranty and features. It requires rational thoughts to make a decision.
Adverts for cars are expected to have information about the features of the cars, prices and other relevant information for the buyer to consider and compare with other cars. You Will expect an advert with a rational appeal.
This advert actually made my advert of the day because of its emotional appeal. Celebrating the music function of the Ford cars with such Joy and excitement. It wasn’t about the car now but the experience and pleasure you derive from driving the car.
It is also interesting to point our that this advert was not for a particular car model but for series of models and I won’t be surprised if they apply a rational appeal in subsequent adverts for individual model.