Divorce has always been a difficult topic to talk about, and it always will be. Advertisers have tiptoed around sensitive family issues for years, but thanks to a few creative advertising campaigns, healthy conversations about divorce are becoming more commonplace.
According to Adweek, Ford Denmark has tackled the issue of lack of divorce talk in the advertising industry and has done so in a creative way.
Ford Denmark partnered with creative agency Very to develop a three-part short film. The three films, unlike any other car advertisement currently on the market, follows a family through the good times and the bad.
“We started thinking about how prevalent the car is in a divorce. It is both a tool and a setting,” said director Daniel Kragh-Jacobsen. “Ford’s demography really is the Danish middle class, who do have the highest divorce rate in the world. And so we pitched this film under the banner ‘Ford. Supporting families against the odds.'”
Kragh-Jacobsen and screenwriter Ingeborg Topsoe wrote the script for “Familien,” and were at times worried that their divorce content might be a little too dark for viewers.
“It was a main concern from the beginning, from everyone,” added Kragh-Jacobsen. “To me it was just perfect, dark or not dark. It was about real people, and yes, the story is centered around a product, but the product is simply a prop or a setting, just like in a fiction film.”
Advertisements can often strike an emotional chord with younger demographics, and although 47% of 18 to 34-year-old survey respondents reported car wraps being one of the most memorable forms of marketing, divorce ads are likely resonate even more with certain people.
One 15-year-old girl from West Sussex, England, for example, has created perhaps one of the most memorable divorce symbols through a school art project.
In only two days, Demi Barnes constructed a wedding dress made entirely of divorce papers.
“I wanted to create a wedding dress with meaning,” said Barnes, whose project is on full display at Lingfield Notre Dame School. “For me, the dress represents that too many people rush into marriage and end up getting divorced. I love the irony of the idea.”