Ford may dump 'No Boundaries' in '03
By Julie Cantwell
Automotive News / October 28, 2002
Ford Division's advertising may have boundaries after all.
The division is considering replacing its "No Boundaries" campaign for its 100th anniversary next June.
"I don't think it's easy to predict when campaigns have run their course," said Steve Lyons, president of Ford Division. "The 100th anniversary is a great time to think about reassessment."
The company still is unsure whether to resurrect the "Quality is Job 1" advertising tag line that it killed five years ago. The line is being used internally again.
"It might be OK, but when we used 'Quality is Job 1,' it was our corporate advertising campaign; it wasn't exclusive to Ford Division," Lyons said.
J. Walter Thompson in Detroit, Ford's ad agency, freshened the "No Boundaries" campaign for this fall by expanding the tag line. One ad says, "Leadership has no boundaries." Others swap "leadership" with words including "power" and "handling."
My first car was a 67 Mustang Coupe, 2nd one was a 67 Cougar XR-7, 3rd one was a 66 Mustang Coupe. Why did I get rid of these cars for ? I know why, because I'm stupid, stupid, stupid.
My next Ford.....