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New ford escape multicultural campaign launches with a twist ofsophisticated humor and a push to ge by ferujkll sdff
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New ford escape multicultural campaign launches with a twist ofsophisticated humor and a push to ge by FERUJKLL SDFF
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| Article Posted: 08/17/2012 |
| Article Views: 78 |
| Articles Written: 2023 - MORE ARTICLES FROM THIS AUTHOR |
| Word Count: 652 |
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New ford escape multicultural campaign launches with a twist ofsophisticated humor and a push to ge |
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Business,Business News,Business Opportunities
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DEARBORN, MI -- June 6, 2012 : Have you ever heard the saying "You're acting brand new?" If not,you'll soon learn exactly what that means courtesy of a newmulticultural advertising campaign for the all-new 2013 FordEscape. The campaign, called "Brand New," includes a 30-secondtelevision commercial that debuted last night during the seasonfinale of "The Game," which aired on BET. "With this campaign, we are using a documentary-style approach as away to engage and encourage consumers to learn more about theEscape," said Shawn Lollie , Ford manager, Multicultural Marketing. "We created a series ofcharacters who have their lives turned completely upside down oncethe featured family purchases an all-new Escape. "We wanted to expand upon our past efforts of utilizing comedy,which you saw in our 2011 Ford Explorer multicultural creativecampaign, as a way to engage consumers while spotlighting theEscape as a vehicle of change in its owners' lives," Lollie adds.
The idea behind the campaign was sparked by the concept of beingreferred to as "brand new." Brand New, a saying often used in theAfrican American community, refers to a person who has triedsomething new or who has bettered him or herself in some form orfashion. In this campaign, it also happens to be the AfricanAmerican interpretation of the "Go Further" platform recentlyannounced by Ford. The TV spot, shot in Los Angeles , introduces viewers to the Browns, an African American familytaking part in activities like kayaking, surfing, hiking andspelunking shortly after purchasing their Escape. During both the30-second and 60-second spots, viewers will witness firsthand howowning the Escape can open their eyes to brand-new and excitingexperiences. In addition to highlighting the fuel economy of the all-new FordEscape, the spots will also showcase both the available active parkassist and the hands-free power liftgate that allows customers toopen the rear liftgate with a simple kick of the foot.
The vehiclemessages are communicated in the ads through the eyes of Stanleythe Gas Attendant, Vince the Valet and the Bag Boy, all of whomhave been affected by the Browns' purchase of the 2013 Escape. The fully integrated campaign includes TV, radio and print ads inaddition to a digital execution featuring a series of Web videos on/brandnew. The Web videos will also be found on theFord Escape YouTube Channel and be highlighted on the Ford EscapeFacebook page beginning today. The radio portion of the campaignwill air on the "Tom Joyner Morning Show," " Steve Harvey Morning Show "and on Radio One stations across the country.
In addition to airing on BET, the TV ads will air on TV One, CNN,The Gospel Music Channel, Bravo, TNTand CBS.The print ads willappear in "Black Enterprise," "Ebony," "ESSENCE," "Jet," "Upscale,""Uptown," "Rolling Out," "Juicy Magazine," "Sister 2 Sister" and"Vibe Magazine." Digital execution also includes music video As part of the digital execution for the "Brand New" creativecampaign, visitors of /brandnew and the Ford EscapeYouTube Channel and Facebook page will be able to check out a musicvideo featuring the Bag Boyz who will rap about the hands-freepower liftgate in a song titled "Kick It." The original song, whichtakes its cue from old-school hip-hop music, is an ode to theEscape and the technology that opens up the liftgate with a simplekick of the foot. "We are constantly looking for unique ways to introduce our productto consumers," said Lollie. "This campaign is a real testament tohow you can creatively use comedy and documentary-style approachesto appeal to your target consumers while simultaneously introducingthem to the unique features of a new product." The entire advertising campaign was created by The UniWorld Group,Ford's African American advertising agency of record. To learn more about the new Ford Escape and to check out the "BrandNew" TV spot and digital campaign, log on to Ford Brand New . I am Handbags, Wallets & Purses writer, reports some information about foam bra cups , backless halter tops.
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