Ford's 'no Boundaries' Campaign Grows With New Tv Ads Featuring Bill Ford
DEARBORN, Mich., July 24, 2002 – Ford is expanding its "No Boundaries" advertising campaign with five new television spots, including three that feature Ford Motor Company Chairman and CEO Bill Ford.
The three new ads featuring Bill Ford, titled Built Ford Tough II, Focus and Thunderbird, will debut on network and cable television beginning Mon., July 29. The two new product ads feature Explorer and F-Series and are named Gravity and Ice Breaker, respectively. Both will be in rotation by the end of the month.
"The new No Boundaries material is focused squarely on product," said Rich Stoddart, Ford Division marketing communications manager. "Even the Bill Ford material. In these new ads he speaks about Ford products – the ultimate demonstration of the company’s core values. These ads help frame who we are and what we do. They are the foundation on which the entire No Boundaries campaign has been built."
The three new 30-second spots bring to nine the number of No Boundaries ads that feature Bill Ford. Other ads in the series include Built Ford Tough, Discovery, Family and Legacy, launched on Feb. 25, and Motorsports and Mustang, launched April 1. Each is a small vignette in which Mr. Ford observes and comments on key moments or critical products that stands out in the long history of Ford Motor Company. As company chairman, great-grandson of the founder and a 23-year veteran of Ford Motor Company, Mr. Ford is uniquely qualified to offer this insight, particularly as Ford Motor Company approaches June 16, 2003, its 100th Anniversary.
The nine ads featuring Mr. Ford serve as bedrock for the entire No Boundaries campaign, developed to celebrate the can-do spirit of all the vehicles that wear the legendary Ford blue oval. "No Boundaries" is now incorporated into all Ford brand television and print advertising, from the material that supports the all-new 2003 Expedition and its class leading features, to the recently released print and television material highlighting key product attributes of vehicles such as Focus, Mustang, Thunderbird, F-Series and Explorer.
The No Boundaries theme also has been translated in advertising campaigns developed by many of Ford’s multi-cultural advertising partners, including Zubi International (Hispanic – Miami), the UniWorld Group (Urban – New York City) and PANCOM (Asian – Los Angeles).
The Model T, Power and Emotion
"People just want to feel great in their cars. . . that’s what it comes down to," says Mr. Ford in the spot titled Focus. In this ad, he compares the current Ford Focus – the best-selling car in the world in 2001 – to the original Model T. In the early 20th Century, the Model T was the best-selling vehicle in the world and, more importantly, became the vehicle that helped create and establish the entire automobile business.
Like the Model T, the Focus is an excellent example of "affordable transportation" and a "tremendously successful marriage of technology and the passion," says Mr. Ford.
Many would agree with the assertion. The driving dynamics and steering precision of the new Focus are like no other vehicle in its segment. Research indicates that driving dynamics are an attribute customers define as a key reason to buy and one that sets Focus apart from the competition.
Likewise, the spots Built Ford Tough II and Thunderbird speak to the product attributes that define core values of the Ford brand. For example, as Mr. Ford says in the Built Ford Tough II spot, "Power is something that we’re going to hang our hat on. We’re going to be known for it." And the claim is backed by product: Ford’s Power Stroke Diesel®, available in F-Series trucks, is the best-selling diesel engine in the segment. In addition, Ford will launch a new, 6.0-liter Power Stroke Diesel for its trucks this fall, an engine that will offer improved fuel economy with an estimated 325 horsepower and 550 foot-pounds of torque.
In Thunderbird, Mr. Ford shares the screen with another well-known Chairman of the Board: Frank Sinatra, a Thunderbird fan in his own era. The 30-second spot celebrates the powerful emotions that Thunderbird – like other legends of the Ford brand – are able to stir. The ad features a clip for the 1957 movie, Pal Joey, with Sinatra bidding farewell to his beloved ride. "So long little bird, don't pick up any nails."
Referring to the new Thunderbird, Bill Ford adds, "Sinatra would be proud."