Ford’s Super Bowl Commercial is Not About a New Car

Ride sharing, electric vehicles, bike sharing, and self-driving cars take the spotlight in Ford’s 90-second Super Bowl ad that will air right before the big game’s kick-off. That’s right, this is not your usual “Ford Built Tough” F-150 commercial that’s been seared into many of our brains. Instead, Ford is taking a big step to showcase its commitment in becoming a big player with personal mobility services.

It’s a significant departure for the Michigan-based automaker which normally focuses its marketing on specific new vehicles. What better stage than the Super Bowl for Ford to spread its message of making life easier through multiple methods of transportation?

“Because we have this unique opportunity with the Super Bowl with 90 seconds to tell the story, we think it’s a great way to be able to connect it with this idea of helping people move freely in life. Because that is really what these solutions are about — giving different ways to make people’s lives easier as transportation frankly becomes more challenging in some places with congestion and other issues we are trying to solve.” Chantel Lenard, Ford’s director of U.S. marketing, said in an interview with Ad Age.

The commercial starts with a skier stuck on a lift and followed by a series of similar situations like a driver stuck in the snow and man marooned on a roof after a ladder falls. From there, the ad shifts to people getting unstuck from tricky situations, with some using Ford’s new mobility services. The accompanying narration provides further details.

Ford may have just started advertising its new technologies, but the automaker has been hard at work developing a 200-mile range electric car, an autonomous vehicle without a steering wheel, and launching a new mobility services subsidiary.

Source: Advertising Age

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