With the number of women drivers in the U.S. surpassing the number of men as of 2010, car manufacturers have finally woken up to the fact that women can no longer be ignored. Not only did they account for 39% of car purchases in 2013, but their behind the scenes influence is even greater. Estimates are that they make the final decision on more than 60% of purchases, and have impact on anywhere from 85% - 95% of purchases. But 91% of car salesmen are men, and 74% of women say they are being misunderstood. (Baime, 2014)
Clearly they are sincere in their desire to reach women. Now we'll have to see if they are successful. Because this sure doesn't feel like a female targeted ad to me.
Baime, A.J. (2014, August 21) Car Sellers Refine Pitch to Women. Wall Street Journal. pD1 & D3
Greenberg, K. (2014, September 4) McConaughey Behind the Wheel of Lincoln in 5 new ads. mediapost.com. Retrieved September 5, 2014, from
(2013, March 19.) Passion for College Football Remains Robust. footballfoundation.org. Retrieved September 5, 2014, fromhttp://www.footballfoundation.org/tabid/567/Article/53380/Passion-for-College-Football-Remains-Robust.aspx