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The New York office of Wieden + Kennedy paves the way for a new era for Ford in its first campaign for the automaker.
The agency was responsible for leading Ford's fall campaign in August, as its overall creative analysis continued. Although BBDO has been named the world's leading creative agency in this review, Ford has opted for a multi-agency model, with W + K officially playing its role as an innovation partner for some projects.
With its "Built Ford Proud" campaign, W + K New York seems to have shaped the brand's creative approach in the near future.
In the announcement of the hymn "The future is built," Bryan Cranston makes his in-person debut for the brand, underlining Ford's new focus and attitude. He notes that the future "was not created in an introductory speech" and that a presidential speech did not take us to the moon – "they have built their way to that point".
The announcement positions Ford as a company dedicated to "building for the next century" rather than just talking about the future. In conclusion, Cranston presents a last straight line that acts as a boost for legions of competitors.
Cranston has been working on the brand's voiceover for about two years, and Ford's US marketing director, Matt VanDyke, said the brand was looking for a way to humanize his message in an "honest and authentic" way.
"Bryan meets this requirement," he said. That's about someone Ford can count on to "explain the degree of complexity [and] the authenticity of Ford's journey, as well as the innovations and the work we are doing for Ford's future. "
"We have not always talked with that tone of voice," added VanDyke, a tone that "reflects pride with every point of touch".
A second ad, "The Family Name" takes a minimalist approach, focusing on Ford's iconic blue oval and what the brand's logo and name say about its legacy and its commitment to integrity.
"We are a family business with a particular set of values," said VanDyke, "against a backdrop of declining consumer confidence in businesses."
Ford Group Marketing Manager Joy Falotico added that the campaign "was based on the fact that we are a family business, something unique to Ford".
Another pair of ads features the Ford Escape as "the car you want when you want an SUV" and "the SUV you want when you want a car" and promotes the brand's line of trucks.
The campaign comes before a series of new models that Ford intends to unveil in the coming year, including the Ford Ranger and the new Ford Explorer, which serve as an introduction to the new face. of the company, as well as its marketing. Ford says that about 75% of its vehicles will be new models by 2020.
"Built Ford Proud" will debut Saturday in the NCAA Football and will continue to run at high profile sporting events such as the NFL Football and the World Series, as well as prime time programs including Gray's Anatomy and The Voice. The broadcast will support a digital component and a print campaign that will kick off this weekend with full-page print ads in the New York Times, The Wall Street Journal and the Washington Post, for a two-week period.
According to Falotico, the media plan will produce more than 90 million impressions.
VanDyke said Ford was considering using the "Built Ford Proud" approach as a brand platform, calling it "something that goes back to what we've always been, who we'll always be".
In November, GTB will take over the brand promotion campaign, building on W + K 's approach to this series of announcements.
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