Ford Motor Co. in Dearborn is launching its first new global marketing campaign — called “Ready Set Ford” — in more than 15 years.
New advertising, featuring a voice over by “Breaking Bad” actor Bryan Cranston, will debut Sept. 11 during “Thursday Night Football” on ESPN and Thursday’s “The Tonight Show” starring Jimmy Falon will be taped in Detroit at the Detroit Opera House in connection with the campaign.
A Ford truck, Bronco SUV, and a Mustang race car will be featured in the new ad titled “Anthem.” View the new spot here.
“Ready Set Ford is more than a tagline,” says Lisa Materazzo, global chief marketing officer at Ford. “It’s a catalyst designed to help our customers reach their full potential and feel ready for anything. It’s our public commitment to you that our capability, our passion, and our innovation will match your own. And it’s a signal of a new chapter for Ford, one filled with energy and excitement.”
According to Materazzao, the marketing campaign is an extension of three strategic decisions by the automaker to modernize and re-energize the Ford brand for a new era.
First, it’s aligning the entire company around fundamental promises to every customer: capability, passion, community, and trust.
“We lead with capability, giving our customers the tools they need to get the job done and be ready for anything through our vehicles and technology,” Materazzo says. “Our vehicles allow our customers to pursue their passions, whether that’s a Bronco taking you on an off-road adventure or cruising down a canyon in your Mustang. We are also deepening our investments in motorsports — both on track and off-road.
“We’re deeply rooted in community — showing up in the good times and bad. Our employees, dealers, and customers come together to drive philanthropic efforts and community programs worldwide, including through Ford Philanthropy and our newest initiative alongside our dealers, Ford Building Together.”
Second, Ford says it’s making a “fundamental shift” from leading with its nameplates to leading with the customer lifestyles it serves.
Lastly, Materazzo says, Ford is committing to showcasing its most exciting and distinctive products, services, and experiences to rebuild aspiration and excitement for Ford.
“Too often, we’ve let our volume offerings define the brand and kept our most capable and passionate products for enthusiasts,” she says. “Going forward, we’ll lean into our best, including incorporating our leadership in motorsports and Ford Pro in our advertising, highlighting how our most passionate and capable products serve our customers.”
