Tonight, Ford will take a dramatic step out of the box with the launch of a new advertising campaign featuring some of our most exciting vehicles – the Ford Fiesta, Focus ST, 2013 Escape and the all-new 2013 Fusion Energi plug-in hybrid.
This also marks the external debut of our new Go Further global brand promise here in North America.
For the first week of this campaign, none of the vehicles featured in the ads will wear the blue Ford oval and there will be no mention of the Ford brand. This unique – and somewhat unconventional – approach is designed to catch the attention of consumers who have perceptions of the Ford brand that don’t match up with the reality of today’s Ford Motor Company. By running the ads for the first seven days of the campaign without any reference to Ford, we’re confident that the fuel economy, technology and design of our new vehicles will speak for themselves.
After one week, re-edited versions of these spots will take over and be fully Ford-branded, but look similar in tone and feel to the first set of ads. These will air in a big media push for an additional six weeks.
To read more about this, including Jim Farley’s perspective click here.
Watch for the ads tonight during some of your favorite television programs like House, Smash, Dancing with the Stars and Jimmy Kimmel Live.
And you can go here to see the 60-second version of the unbranded ad…and since changing the perception of our Ford lineup to match reality is so important to growing the business, we ask that you actively share the ads with your family and friends.
Thank you for your support Ford Fans!
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