Controversial Advertisements: Forklifts

Like them or not, controversial advertisements generate enough buzz to get consumers talking. Marketers know everyone loves a little drama while surfing the web or flipping through TV channels so they continue to push the line between humor and completely inappropriate behavior. In a country with limited attention spans and oblivion of everyday advertisements, marketers can still count on one factor to get attention: Women.It’s completely overdone – even toilet bowl cleaners feature women in their advertisements – but it works. At one time or another, all brands have used female actresses to showcase their products. Used forklift companies, however, seem to shy away from placing women in their print advertisements and television commercials. Since the industrial sector has a male dominated workforce, is there a divide between women and forklifts so deep that women aren’t featured in ads or as spokespersons? Simple Internet searches of women + forklifts result in countless articles about sexual harassment lawsuits and workplace inequality, but it doesn’t suggest women aren’t respectable employees or purchasing managers.If a marketing department of a forklift company didn’t want to go controversial, yet appeal to their target audience, generate a buzz and build brand awareness, introducing a beautiful women driving a forklift could be tastefully done:In a 30 second television commercial, a female drives a shiny new sports car through the city and along the beach. She wears a sundress and Hollywood style sunglasses. As she cruises along, boxes suddenly begin to fall into the road. When she hits the brakes, she’s brought back to reality: she’s in jeans and a t-shirt driving a forklift inside the warehouse. She sighs relief as she stops just in time. In just seconds, the point it made: forklifts are efficient and so fun to drive you’ll forget you’re at work.Even better for the male audience, what if Danica Patrick drove a forklift in a television commercial or on a print advertisement? Would viewers take notice and brand popularity soar? Absolutely. The popular domain registration website,, was the first company to capitalize on Patrick’s budding career, potential fan base, and attractive physique. They continue to stick her in a super tight tank top in Super Bowl commercials and sit back as Internet traffic goes through the roof. Men gawk. Women sigh. It’s genius.The goal of advertising is simple: Create an advertisement that sparks enough interest to increase recognition and revenue. Give consumers something to talk about. Amuse. Disgust. Annoy. Offend. Consumers will eventually forget how a specific ad made them feel, but the remnants of those ads will keep brand names embedded in their memory. Take note, forklift dealerships.Take note. Used forklifts are a necessity to every warehouse. 123Forklift connects forklift dealers with customers across the United States, Canada, Mexico, Spain, Germany and South Africa. We generate leads for new and used forklifts, sit down riders, electric forklifts, pallet jacks, order pickers, reach trucks, stackers, scissor lifts