Ford Ad Looks into Consumers’ Inner Child

Automaker Ford is looking to spark consumers’ childhood experiences as part of the launch of a new urban advertising campaign tied to the new Ford Focus, called “Inner Child,” that debuts on BET and TV One.

“After engaging with some of our target customers for Focus we found that a great deal of them had a childlike reaction to the driving experience of the Focus. They were extremely excited about the thrill of the drive,” said Shawn Lollie, Ford manager, Multicultural Marketing.

“We wanted to find a way to combine this excitement with some of the key technologies and features of the Focus in a way that emotionally connected the consumer to the car.”

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The TV spot, shot in Los Angeles, starts off with a young girl learning how to ride a bicycle years before she is shown all grown-up and driving her new Ford Focus.

The young woman shows off her MyFord Touch Driver Connect Technology, and tells her friend that her new Focus gets 40 mpg. The spot also finds her reverting back to her younger self through the use of her voice as she highlights the features of the Focus.

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The fully integrated campaign includes TV, radio and print ads as well as a digital execution on www.fordurban.com.

The radio spots will air on the Tom Joyner Morning Show, Steve Harvey Morning Show and on Radio One stations. The TV ads will appear on BET and TV One, while the print ads will be featured in Essence, Upscale, Vibe, Sister 2 Sister Magazine, Juicy and Rolling Out.

The entire advertising campaign was created by The UniWorld Group, Ford’s African-American advertising agency of record. It was announced Monday, April 11.

RMN News

Rakesh Raman