Automotive News reports today that Ford is about to ditch its uninspiring "Built For The Road Ahead" slogan in favor of "Bold Moves." The online version of the weekly trade journal also say Ford will feature American Idol star Kelly Clarkson (pictured above.)
This is the work of new Ford honcho Mark Fields who told me recently that he sees the need to stop changing advertising strategies and slogan every time a new marketing chief takes over or when management thinks monthly sales are dipping because people dont like the slogan.
I'll resist judging a slogan in a vacuum without seeing the creative work to go with it. But "Bold Moves" sounds like it could be a slogan for either Bold laundry detergent or Milk of Magnesia.
Ford's creative product needs juicing up, according to the admissions of both Fields and sales/marketing chief Francisco Codina. Ads are by J. Walter Thompson, Detroit, which was lately responsible for the "Life in D" campaign for the Ford Fusion. You know..."D" as in "Drive." "Life in D." Clever stuff.