Ford Ready With 3 Campaigns

A little over a month after its moratorium on filming commercials in deference to the actors strike was lifted, Ford is ready to break three new campaigns—including spots for the Ford Escape—from J. Walter Thompson.

A 30-second TV spot for the auto-maker’s new small sport utility vehicle entitled “Words” broke last week on Fox.

The spot combines Escape driving footage and an animated background using three different lifestyle scenarios in an effort to show how the Escape can fit into the drivers’ true passions.

In one spot, the word “Surfer” emerges from the original type on the screen, which reads “consumer affairs director.” In another, a research scientist is also an artist who uses the vehicle’s cargo space for carrying equipment.

A new Ford Focus spot broke Nov. 11 on MTV and pairs the youth-targeted vehicle with popular techno music from renowned Detroit techno artist Juan Atkins. The end frame features copy: “Ford Focus. Detroit Techno.” The two will be connected in future marketing efforts, including interactive Internet ads set to debut in about a month, said Jon Parkinson, JWT senior creative director. The spot will also air in movie theaters at the end of the year.

Finally, a new Ford trucks spot broke last week, the first of three which will air before the end of the year. The spots are an effort “to re-establish what ‘Built Ford Tough’ means to people,” Parkinson said.