Ford Extends 'Unstoppable' To Explorer, Escape, Expedition - MediaPost Communications
“Built Ford Tough” is Ford’s umbrella theme for its F-Series trucks. ” It might look familiar because the line launched as the campaign mantra for the 2015 Ford Edge. Now, starting with campaign for the 2016 Explorer SUV, for which the first ad launches this week, the campaign is extending to the rest of the SUVs, including Escape and Expedition. The new Explorer campaign -- which includes TV ads for cable channels, targeted print, digital, out-of-home and social media activations, and network TV spots in September during college football games -- shows that the big idea is more than just... A new Explorer ad, shot entirely in Washington State, shows the vehicle driving through the rainforest, over a perilous mountain pass, and over a sere desert terrain. ” What the ad has in common with the Edge work, and with all of the other SUV work to come, is straight-down aerial perspective (in this case Ford used a drone to shoot high-altitude footage looking straight down on the Explorer as it cruises the... For the Edge, which Ford is marketing to urbanites, the landscape has been urban San Francisco. Another common thread: all of the SUV work going forward will feature Rachel Platten’s “Fight Song” as backing track. Travis Calhoun, Ford's communications manager for trucks and utilities, explains to Marketing Daily that the creative approach for the segment is deliberately emotional, with as much focus on people in the vehicles as on the vehicles. Source: www.mediapost.com
