Ogilvy Readies New Campaign, Theme for Ford

Ogilvy & Mather will employ the themeline “Driven by you” in its first corporate image campaign for Ford Motor Co., sources said last week.
The new theme will replace “Quality is job 1,” which has been running for more than a decade.
Rather than touting the durability of Ford’s models, sources said the new work plays up the theme that Ford understands the vital role that cars and trucks play in consumers lives, and that it designs its products to fit their needs.
The spots in development take a lighthearted tone, sources said. One 60-second “anthem spot,” for example, features a list of of fun facts, including the percentage of babies conceived in cars. Other spots will focus on the features and service, such as floor lights and roadside assistance.
Print ads in development also take a humorous tack, sources said. One shows a large man sitting on a beach while discussing the joys of adjustable seats. Another depicts a tornado racing down a road while highlighting the V-8 engine found in Ford vehicles.
Four or five new TV spots as well as a half-dozen print ads are planned for the new campaign, which will break in the fourth quarter, said sources. The agency and client considered dozens of themelines, including, “Ford. You live. We learn.”
Executives at Ogilvy and Ford either declined to comment or could not be reached.
Ford plans to back the new image ads with roughly $40 million in ad spending, said sources. The campaign will run initially in North America but is envisioned as a global effort.
Through July, Ford ranked as the leading nameplate in the U.S. with just under 2 million cars and trucks sold. –with David Kiley