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Ford Uses Web Video To Drive Consumer Desire

Ford Combats 'Brand Blindness' in Web Video Spots

Video Ads Are First in Ford History That Don't Mention Brand


A slightly surreal spot for Ford in which no brand name appears has apparently mesmerized a ton of viewers, who've propelled the 60-second ad to the top position this week on the Viral Video chart.

Only a Ford theme line, "Go Further," and an "EcoBoost" badge on a fender are flashed on screen in this rather slow dance around sheet-metal, the whole affair coming across as an extended take on the current trend in automotive video advertising to tease audiences.

It's the first time in Ford advertising history that none of the featured vehicles are branded, Ford said, and there is no voiceover mention of the brand. It has attracted 2.9 million views.

The "Go Further" theme, along with the aim of driving engagement to the site -- has been in the works for several months, and Ford said that the idea with this video, created by Ford's primary agency, Team Detroit, Dearborn, is to let the cars be the stars, with no distractions.

"We're aiming these ads directly at the skeptics," said Jim Farley, Ford's group VP-marketing, sales and service, in a company blog. "These consumers have blinders up when they see a Ford logo, so we have to do something that's disruptive and unexpected from a car company if we expect to get noticed by them."

The "stars" in the ad include the unreleased 2013 Fusion Energi plug-in hybrid and the 2013 Escape, with its hands-free liftgate (BMW had it first), activated by lifting a foot under the vehicle's rear bumper.


Last Week Brand Campaign Agency Current Week Views* % Change in Views Watch the Spot
1 NEW Ford Go Further Team Detroit 2,962,734 NEW Ford: Go Further
2 2 Rovio Angry Birds Space NA 2,835,291 5% Rovio: Angry Birds Space
3 NEW Popchips World Wide Lovers Zambezi 2,353,153 NEW Popchips: World Wide Lovers
4 3 Invisible Children Kony 2012 NA 2,081,486 1% Invisible Children: Kony 2012
5 1 T-Mobile No More Mr. Nice Girl Publicis Seattle 1,392,933 -71% T-Mobile: No More Mr. Nice Girl
6 NEW Sauza Make It With A Fireman Euro RSCG Chicago 1,142,593 52% Sauza: Make It With A Fireman
7 10 Old Spice Believe in Your Smellf Wieden + Kennedy Portland 853,460 -14% Old Spice: Believe in Your Smellf
8 4 Tipp-Ex Hunter and Bear's 2012 Birthday Party Buzzman 843,640 -53% Tipp-Ex: Hunter and Bear's 2012 Birthday Party
9 5 P&G Proud Sponsor of Moms 2012 Wieden + Kennedy Portland 713,225 -55% P&G: Proud Sponsor of Moms 2012
10 NEW Americans for Prosperity Wasteful Spending NA 683,378 NEW Americans for Prosperity: Wasteful Spending




Views: 411

Tags: Consumer, Desire, Drive, Ford, To, Uses, Video, Web


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