Ford Unveils Global Campaign for Focus
Yesterday in New York at the Global Team Ford offices of Ogilvy & Mather, Ford's James Farley and WPP's Sir Martin Sorrell unveiled a new global campaign for the Ford Focus. Breaking Tuesday in America during American Idol, the campaign will highlight several of the vehicle's features such as assisted parking and ability to become a wifi hotspot.
Fifty commercials, all :15 to :20 in length, highlighting 14 individual features will air throughout the duration of the campaign across Europe, Australia, New Zealand and South Africa and will carry the tagline, "Feel the difference." While the television ads will be tailored to air globally, a first for the brand, country-specific efforts will play out online and in social media.
Of the campaign, Farley said, "Ford is creating new ways to cut through the clutter and win consumers' attention with information they care about most - technology that improves their lives. We had to find a way to talk about all the new features and technologies and we had to do it in a quick and engaging way."
Here's Jim Farley talking about the global launch:
Here's one of the commercials which focuses on the vehicle's Active Grill Shutters.
Here's a European commercial focusing on the vehicle's Active Parking Assist.