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Ford debuts African-American campaign for 2013 Escape with humorous creative
(June 6, 2012) Ford Motor Co. is again taking a humorous approach in its new creative targeting African-Americans for its 2013 Ford Escape advertising campaign. Entitled "Brand New," the campaign was launched with a 30-second commercial during this week's finale of "The Game" on BET.
"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," said Shawn Lollie, Ford manager, Multicultural Marketing.
"With this campaign, we are using a documentary-style approach as a way to engage and encourage consumers to learn more about the Escape. We created a series of characters who have their lives turned completely upside down once the featured family purchases an all-new Escape."
The idea behind the campaign was sparked by the concept of "brand new," a saying often used by African Americans to describe a person who has tried something new or who has bettered him or herself. In this campaign Brand New is also the African American interpretation of the "Go Further" platform recently announced by Ford.
"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 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 first hand how owning the Escape can open their eyes to brand-new and exciting experiences. The spots will also showcase the Escape's 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 entire advertising campaign was created by The UniWorld Group, Ford's African American advertising agency of record. 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 will 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 appear 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.
Last year, Ford spent $15.1 million in advertising in African-American targeted media (not including Web-based media), according to data from The Nielsen Co., making the 13th largest ad buyer in Black-oriented media.
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