New Ford Image Ads in the Works

NEW YORK-The first new image campaign in 15 years for Ford Motor Co. will be based on the positioning “It’s not just about cars, it’s about life,” according to sources.
Ogilvy & Mather here has finalized the new strategy and has sold through a new tagline, which will replace the long-running “Quality is job 1” theme.
One of the dozens of lines that was under consideration was: “Ford. Live and learn.”
The campaign is scheduled to break in the fourth quarter with about $40 million in ad support, sources said. The TV and print executions are described as “unconventional car ads” which “build off the theme that Ford understands the human condition and how cars fit into people’s lives,” said one source. The campaign is envisioned as a global effort.
David Ropes, Ford’s director of corporate advertising and integrated marketing, said the campaign will go into production this week.
“The creative is the result of a long study on a new company positioning,” he said. “There has been an enormous amount of work in researching and reviewing [this].” He would not elaborate on specifics of the campaign, and Ogilvy declined to comment.
Separately, Ogilvy is viewed as one of the contenders for the account of Ford-controlled Mazda Motor of America, which will be moving from Foote, Cone & Belding . -with David Kiley and Hank Kim