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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.
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