The new ads will build upon the Ford Bold Moves marketing communications platform and the foundation of Built Ford Tough – bold design, outstanding capability, unmatched durability and exceptional customer loyalty.
For example, several spots will showcase the fact that more Ford trucks have reached 250,000 than any other brand. Another Super Duty spot introduces the concept of “heroic toughness.” In addition, Ford has created unique ads to reach Hispanic, African-American and Asian-American consumers.
“The truck market is very diverse from a cultural standpoint but they all value the same attributes in their F-Series, and those are bold design, durability and capability,” says Felice.
“Ford Truck customers are the ‘go-to guys’ – they take action and do the right thing in everyday situations, and use their F-Series truck to get the job done,” says Brian Rathsburg, Ford Truck communications manager. “In ‘Tunnel’, the Super Duty customer is tested in a dramatic situation to demonstrate the extreme acts of helpfulness we call heroic toughness that can only be performed with F-Series Trucks.”
The new truck ads will leverage the Bold Moves platform and introduce several new themes that reinforce the Built Ford Tough brand positioning. For example, several new Ford Truck ads will showcase for the first time on television the F-Series’ leading number of high-mileage
trucks – those with 250,000 miles or more – in service compared to any other brand.
For the first time ever, Ford will communicate truck messages across all media platforms and key audiences at the same time. This strategy is designed to expand Ford’s leading share in traditional truck segments while simultaneously expanding in Hispanic, African American and Asian segments where Ford also already leads in truck sales.
The ads include:
2007 F-150 “Vintage” : Highlighting the Ford Truck emphasis on family and good deeds, this ad includes Ford’s 250,000-mile truck leadership message. A proud, second-generation Ford truck customer locates a vintage Ford F100 truck, restores it and delivers it to his father’s home. Dad reflects that it looks like his old truck and his son replies, “Well, now it’s your new truck.”
2007 Super Duty – “Tunnel” : Introduces the idea of “heroic toughness.” A Super Duty driver demonstrates the truck’s best-in-class maximum tow rating by freeing a tractor-trailer that has become wedged in a tunnel and blocked an ambulance on an emergency run.
2007 F-150 – “Lee and Lee” : A Japanese father and son who own a landscaping business are featured. The father hands the keys to a “new” truck to his eager son who soon learns they’re not for the new 2007 F-150, but rather a still hard working1980’s-era F-150.
2007 F-150 – “Barbershop” : Set in an African-American neighborhood, an F-150 owner is the “go-to-guy” who helps restore the barbershop he has patronized since childhood.