Car manufacturer, Ford, have revealed their new UK campaign that challenges people to unlearn by letting go of what they know about the famous car manufacturer and even about life itself.
The engaging new marketing offensive signals a break from previous initiatives the leading car brand has made.
TV commercials, out-of-home (OOH) advertising, digital media and an influencer programme featuring innovators and lifestyle gurus will be used to pull in those in the market for top-range new Ford cars such as the Mustang and flagship SUV.
At the heart of the campaign will be a message to the car drivers of Britain to ‘Unlearn’, alongside demonstrations of how progression can be achieved by letting go of preconceptions and recieved knowledge'. As such, audiences will be shown familiar scenarios before being granted insight into how much further we can go as a society if we break free of the chains of our beliefs and think outside the box a little.
Alterations are also being made the iconography of one of the world’s most recognisable car badges. Ford will unveil a new-look bold change to its script which now sits outside the blue oval logo with splashes of colour, in place of the traditional white font. The make-over will adorn all fresh activations from the new TV commercial and vignettes to the striking banner ads and OOH.
Prepare to Unlearn
Ford set out their belief-disrupting stall with a 104-year-old record-breaking runner. We’ll meet Tiddles, a micropig who has taken over usage of a cat flap. Ford then present the arrival of the iconic Mustang on British soil for the first time.
The TV commercial, which airs for the first time during ITV’s National TV Awards on January 20, closes with an emotional moment featuring a newborn baby that reminds us that we all have the ability to Unlearn.
Created for Ford of Britain by Blue Hive UK, the work has been designed to drive reappraisal of Ford as a brand committed to driving innovation and progress to meet the nation’s changing needs when it comes to getting around.
“The campaign is about taking a fresh look at the familiar and anyone in the UK who takes a fresh look at Ford may be surprised by what they find,” said Andy Barratt, Chairman and Managing Director of Ford of Britain.
“We now have a line up of vehicles that demonstrate our performance prowess and innovation, from the Ford GT which will race this year at Le Mans, to our new flagship SUV, Edge, which is laden with driver-helping technology”, Barrat added.
As well as the TV commercial, filmed by production company 2am, the Unlearn campaign is amplified with an influencer programme, featuring some of the UK’s best-known online personalities who will be sharing their own Unlearn experiences. The cat declined to comment.
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