Ford (NYSE:F) launched its first new global ad campaign in 15 years to address shifting consumer preferences and to distinguish the 122-year old car company from the “sameness” within the rest of the auto industry.
Ford’s (NYSE:F) ‘Ready, Set, Ford’ campaign seeks to ‘modernize and re-energize the brand for a new era’ by pivoting from brand-focused marketing to showcasing the lifestyles of Ford owners
“We’ve identified distinct lifestyles that Ford can credibly and uniquely support, and going forward, they will inform decisions throughout the company from product design to retail experience,” Chief Marketing Officer Lisa Materazzo said in a statement.
The company will also direct attention to its “distinctive products” in its ad campaigns that are typically known only by enthusiasts, including products in motorsports and Ford Pro.
By the first quarter of next year, Ford (NYSE:F) will have incorporated all of its brands into the “Ready, Set, Ford” campaign, Materazzo said in an interview on CNBC.
The new ad will debut during Thursday Night Football.