UniWorld Group puts an urban focus on Ford’s Fusion and F-150 campaigns

(July 3, 2006) Ford is rolling out its “Bold Moves” marketing communications platform to urban customers with its newest Ford Fusion and F-150 commercials and advertisements. The campaign recently kicked off with the premiere of a Fusion spot entitled “Dance,” which aired on BET’s top-rated “2006 BET Awards.”

“Bold Moves focuses on the choices people make every day about how to live their lives,” said Marc Perry, multicultural marketing manager for the Ford brand. “In order to target the urban marketplace and immerse our brand into the lifestyle of these key customers, Ford developed some very distinctive advertising. These advertisements showcase Ford’s new way of thinking in delivering its marketing.”

The Bold Moves marketing platform is a key part of Ford’s Way Forward, plan which is Ford’s roadmap for transforming its business in North America and restoring it to profitability. The campaign began on May 2, with the debut of a 60-second commercial on Fox-TV’s American Idol featuring a new song by two-time Grammy® winner Kelly Clarkson.

Bold Moves initiatives cover both the brand and individual Ford vehicle nameplates and provide a new common creative platform for Internet, broadcast and print advertising at the national, regional and local levels.

The research that underpins Bold Moves began in the winter of 2005 and was described by Mark Fields, Ford Motor Company executive vice president and president, The Americas, in his remarks at the 2006 Los Angeles International Auto Show:

“When we started out on our Way Forward plan, our first step was a reassessment of what people think of us today. What are our weaknesses? What are our strengths? Our research confirmed for us what we knew in our hearts. Ford’s strength and identity are defined by three words: bold … American … and innovative.”

Ford’s African-American marketing agency, the Uniworld Group, developed the creative that will position the Bold Moves campaign with urban customers. The urban campaign highlights both the Fusion and F-150 in authentic situations from a local barber shop to a metropolitan nightclub. The ads bring Ford new vehicles to life by connecting with consumers on an emotional level. Love, pride and compassion are among the themes highlighted.

•Fusion “Dance”: Bold Makes It Happen – The 30-second television spot provides a glimpse into the lifestyle of an urban Ford Fusion owner. The spot depicts a confident man driving a Ford Fusion who encounters an attractive woman entering a nightclub in her Ford Mustang.

He stages a creative romantic “bold move” to get the women to notice him with the help of a cameo appearance from hip hop deejay and Ford spokesperson Funkmaster Flex. The spot ends with the tagline, “Bold Makes It Happen.” The commercial will air on major television networks such as UPN and BET throughout the summer.

•F-150 “Steps Up”: Bold Steps Up – The 30-second television spot provides a glimpse into the lifestyle of a compassionate construction contractor visiting his local barber shop. Known as the respected “go-to guy” of the neighborhood, he decides to make a “bold move” with his “go-to truck,” the Ford F-150, and three of his friends. He quickly creates a plan to renovate the aging barber shop.

Throughout the ad, we see the man and his friends collecting and towing the materials they will need to get the job done. The spot ends with a smiling contractor and barber standing in front of the renovated shop and the powerful F-150. The tagline for the spot is “Bold Steps Up.” The commercial will air on major television networks later this summer.

Bold Moves marketing plans are in development for all-new Ford products launching this year, including the 2007 Ford Shelby GT500, the 2007 Ford Fusion with all-wheel drive, the 2007 Ford Expedition and Expedition EL, and the 2007 Ford Edge.

All advertisements will include a fully integrated major market print, radio and Internet campaign.


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Latest 'Buying Power' report shows black consumers spending more on home life

As the American economy continues to move sluggishly, African-American households are curtailing their spending in many categories, including food, clothing and basic household items, while investing more in home repair, home entertainment and consumer electronics. Although they are trimming back, black consumers are still spending more than their white counterparts on most of these products.
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