Ford, Ogilvy Develop A Second New Tag To Replace ‘ Job 1’

NEW YORK-Ogilvy & Mather and client Ford Motor Co. have settled on a new tagline-“We’re driven. By you.”-a variation on the proposed “Driven by you” line that ran into legal difficulty, sources said.
If approved, the line would replace “Quality is job 1,” created by Wells BDDP here. Sources said the new line needs only final approval from top Ford management, including chief executive Alex Trotman.
A Ford representative confirmed the estimated $40 million campaign is set to break in the spring, but declined further comment, as did Ogilvy here.
The “Driven by you” line was abandoned when it was discovered that Progressive Corp., an auto insurance outfit, holds a trademark on it.
The campaign will be Ogilvy’s first corporate work for Ford. – Hank Kim and Tanya Gazdik