Ford will skip the Super Bowl ads this year, but still wanted to do a commercial-worthy of the big game
Ford unveils its new Bronco Sport vehicle with an ad campaign to showcase its goats and not just the furry ones.
Ford
Ads will begin running this weekend during the NFL playoffs and will begin with the 60-second “Raised by Goats,” which tells the story of the vehicle’s mythical origin and features live goats and horses. The ad will premiere on Saturday during the Rams-Seahawks game.
The goats take on a double meaning in the venue, also referring to the car’s “Goes Over Any Type of Terrain” modes “G”. It was also the original codename for the Bronco, which the company resurrected after last producing from 1965 to 1996. The vehicle is Ford’s first direct rival to Jeep since the original Bronco.
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said they wanted the place to be felt “Super Bowl worthy” and had the kind of creative message viewers would want to see again. The company worked with Wieden + Kennedy New York on the ads. on “Good Morning America,” while a third will premiere in February. Ford executives said the campaign would also focus on streaming video.
Ford marketers wanted to create a campaign to help the Bronco Sport step out of the shadows of the upcoming Bronco, a more truck-like SUV made for Off-road driving is intended. They also wanted to show the features of the vehicle that make it a “mobile base camp,” said Stuart Jennings, creative director of Wieden + Kennedy New York.
The last of the spots focus more on the features of the car Extendable work table, spotlights, and, depending on the model, built-in power plugs.
“Our customer is someone who leads a diverse life,” said Dave, Marketing Manager for U.Ford SUV at Ford Rivers, but at 5 o’clock they either hit the slopes, they hit the paths – they enjoy nature. ” He said consumers are coming to the brand from Jeeps Cherokees or compasses or Subaru vehicles.
The first commercial filmed on Mt. Baker, Washington state, involved casting and “interviewing” goats to find those with the right ones Finding personality and the right temperament on site, said the company.
“Goats are very smart, but they are stubborn. Sometimes they just don’t want to listen. If they want to eat grass, they will eat grass,” Jennings said in a statement. “We just had to wait sometimes and encourage them to do their performance.”
The filming was also affected by the weather, as they had not anticipated snow during last year’s production. The pandemic added another layer to the difficult production.
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“It was a very interesting shoot, to say the least,” Jennings said in a media call Thursday.
The National Football League will allow CBS, NBC, and Fox to sell an additional two minutes of commercials during previous playoff games. to the Super Bowl, the Wall Street Journal reported Friday. And with the pandemic impacting NFL programming, advertisers who are not yet engaged could see last-minute discounts for Super Bowl slots, CNBC reported last month.
CNBC / TechConflict.Com