Women buy cars. And lots of other goods and services. In fact, women account for $3.3 trillion in consumer spending and 80 percent of household purchasing decisions. That’s why this “Upside” ad featuring Ford is so clever. It parodies the Cadillac “Poolside” ad about hard work and the American Dream – an ad that didn’t resonate very well with Cadillac’s female customers.

A good marketing campaign connects a brand with the people that matter to it. The key is knowing who matters: men, women, parents, millennials, managers, etc. The better you know your customer, the more likely you are to make a real connection. And that’s where the magic happens.