JWT Backs Ford’s Electric Entry

J. Walter Thompson targets baby boomers, golfers and fleet managers in a TV and print campaign for Ford Motor Co.’s TH!NK Mobility line of environmentally friendly vehicles.

The advertising supports the two- and four-pass enger electric vehicles that carry the nameplate Neighbor. The vehicles went on sale last Nov ember at certain California dealerships. Additional rollouts are set for this year.

The campaign includes eight print ads to run in regional lifestyle, golfing and trade publications. One 60-second direct response TV spot broke in late January in targeted markets in California, Arizona and Florida.

The campaign rolls out to Texas, Alabama and Georgia in March and April and will continue into northeastern states later this year, said Ford representative Miles Johnson.

The TV spot has a ser ies of short vignettes showing people using the alternative vehicle on the golf course and in other pleasurable pursuits. One of the vig nettes shows two men pretending to drag race in their electric cars. The spot includes a phone number for interested consumers.

Print ads show the vehicle against a fluorescent background. Some have comic book-like lettering with whimsical lines like “Vroom service.”

The TH!NK City, an urban commuter car, will debut this fall.