Ford Division ‘Looks Again’ at Umbrella Tagline

Ford Motor Co.’s Ford Division, which has struggled to come up with an umbrella tagline for its car models to compare with the truck side’s long-running “Built Ford tough,” is considering the line from a new Taurus campaign, an exec said.

The tagline, “Look again,” was introduced in a Ford Taurus TV spot from J. Walter Thompson that broke this month. “We’re going to take a look at how it does and go from there,” said Joe Castelli, Ford Division car group marketing manager.

Ford has not used an across-the-board car tagline since 1998’s short-lived “Built to last.” Prior to that, the automaker used “Have you driven a Ford lately?” for more than 15 years.

An umbrella tagline is seen as having more consumer impact, but coming up with one has been difficult because of the broad array of vehicles it would cover, from the Focus to the Thunderbird, Castelli said.

JWT Detroit’s Taurus work marks the first time in two years the sedan has received a national TV push. During that time, Ford gave the model’s allocation from the national ad budget to dealers to spend on regional campaigns. JWT’s spot shows a chauffeur picking up his client in a Ford Taurus SEL. The vehicle turns out to be the chauffeur’s.

Taurus spending in the 2003 model year will be up at least 20 percent over the last model year, Castelli said. Combined dealer and national spending on Taurus was about $20 million in the 2002 model year, according to CMR.