New Ford Escape Multicultural Campaign Launches with a Twist of Sophisticated
Humor and a Push to Get 'Brand New'
-- Ford launches a new multicultural advertising campaign for the 2013 Ford
Escape called "Brand New"
-- The campaign features TV ads, print, radio and digital executions that
highlight some of the key features found in the Escape like the available
hands-free power liftgate, active park assist and the EcoBoost® engine
-- The campaign takes a comedic, documentary-style approach to engaging
consumers and generating brand awareness around the all-new Ford Escape
DEARBORN, Mich., June 6, 2012
DEARBORN, Mich., June 6, 2012 /PRNewswire/ --Have you ever heard the saying
"You're acting brand new?" If not, you'll soon learn exactly what that means
courtesy of a new multicultural advertising campaign for the all-new 2013 Ford
Escape. The campaign, called "Brand New," includes a 30-second television
commercial that debuted last night during the season finale of "The Game,"
which aired on BET.
"With this campaign, we are using a documentary-style approach as a way to
engage and encourage consumers to learn more about the Escape," said Shawn
Lollie, Ford manager, Multicultural Marketing. "We created a series of
characters who have their lives turned completely upside down once the
featured family purchases an all-new Escape.
"We wanted to expand upon our past efforts of utilizing comedy, which you saw
in our 2011 Ford Explorer multicultural creative campaign, as a way to engage
consumers while spotlighting the Escape as a vehicle of change in its owners'
lives," Lollie adds.
The idea behind the campaign was sparked by the concept of being referred to
as "brand new." Brand New, a saying often used in the African American
community, refers to a person who has tried something new or who has bettered
him or herself in some form or fashion. In this campaign, it also happens to
be the African American interpretation of the "Go Further" platform recently
announced by Ford.
The TV spot, shot in Los Angeles, introduces viewers to the Browns, an African
American family taking part in activities like kayaking, surfing, hiking and
spelunking shortly after purchasing their Escape. During both the 30-second
and 60-second spots, viewers will witness firsthand how owning the Escape can
open their eyes to brand-new and exciting experiences.
In addition to highlighting the fuel economy of the all-new Ford Escape, the
spots will also showcase both the available active park assist and the
hands-free power liftgate that allows customers to open the rear liftgate with
a simple kick of the foot. The vehicle messages are communicated in the ads
through the eyes of Stanley the Gas Attendant, Vince the Valet and the Bag
Boy, all of whom have been affected by the Browns' purchase of the 2013
The fully integrated campaign includes TV, radio and print ads in addition to
a digital execution featuring a series of Web videos on www.ford.com/brandnew.
The Web videos will also be found on the Ford Escape YouTube Channel and be
highlighted on the Ford Escape Facebook page beginning today. The radio
portion of the campaign will air on the "Tom Joyner Morning Show," "Steve
Harvey Morning Show" and on Radio One stations across the country.
In addition to airing on BET, the TV ads will air on TV One, CNN, The Gospel
Music Channel, Bravo, TNT and CBS. The print ads will appear in "Black
Enterprise," "Ebony," "ESSENCE," "Jet," "Upscale," "Uptown," "Rolling Out,"
"Juicy Magazine," "Sister 2 Sister" and "Vibe Magazine."
Digital execution also includes music video
As part of the digital execution for the "Brand New" creative campaign,
visitors of www.ford.com/brandnew and the Ford Escape YouTube Channel and
Facebook page will be able to check out a music video featuring the Bag Boyz
who will rap about the hands-free power liftgate in a song titled "Kick It."
The original song, which takes its cue from old-school hip-hop music, is an
ode to the Escape and the technology that opens up the liftgate with a simple
kick of the foot.
"We are constantly looking for unique ways to introduce our product to
consumers," said Lollie. "This campaign is a real testament to how you can
creatively use comedy and documentary-style approaches to appeal to your
target consumers while simultaneously introducing them to the unique features
of a new product."
The entire advertising campaign was created by The UniWorld Group, Ford's
African American advertising agency of record.
To learn more about the new Ford Escape and to check out the "Brand New" TV
spot and digital campaign, log on to www.ford.com/brandnew.
To view the new 60-second TV Spot, click here.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn,
Mich., manufactures or distributes automobiles across six continents. With
about 166,000 employees and about 70 plants worldwide, the company's
automotive brands include Ford and Lincoln. The company provides financial
services through Ford Motor Credit Company. For more information regarding
Ford and its products worldwide, please visit http://corporate.ford.com.
SOURCE Ford Motor Company
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