Ford Debuts Centennial Campaign

DETROIT Ford Motor Co. is launching a national centennial ad campaign from J. Walter Thompson that focuses on the historical significance of the automaker’s most popular vehicles.

Iconic models such as the Mustang and Thunderbird are featured in the print, outdoor and Internet elements, while TV, which breaks on April 5, promotes a new incentive deal: $5 a day Mustang and Ranger centennial lease program.

“While we’re proud of our past, we’re focusing on our future,” said Rich Stoddart, Ford Division marketing communications manager in a statement.

Single-page and spread print ads are running in April issues of titles including InStyle, People, Entertainment Weekly, Sports Illustrated and Motor Trend. The outdoor campaign will run in large markets such as Detroit, Chicago, Atlanta, Dallas, Houston, New York and Philadelphia starting May 1.

A strong centennial digital presence will be incorporated into using flash headers, centennial-edition vehicle images and links to related product specifications, pricing, merchandise and news. Banner ads also will appear on various third party sites.

The TV spot highlights a defining moment in the automaker’s history when Henry Ford helped create the American middle class in 1914 with the $5 day wage and 40-hour workweek. Ford dealers also will begin television and print advertising of the $5 a day Mustang and Ranger Centennial lease program starting this weekend to complement the national campaign.