(October 22, 2018) LAS VEGAS — Ford this past weekend kicked off its new “Built Ford Proud” advertising campaign highlighting the innovation and manufacturing might of the company ahead of an onslaught of all-new vehicles coming in 2019.

Ford, working with advertising agency Wieden + Kennedy, created a multi-channel campaign highlighting the company’s legacy of award-winning cars, trucks and utilities, advanced technology and ambitions to lead in "a future of smart vehicles for a smart world."

“Every Ford employee I know comes to work each day proud to drive a Ford vehicle and to build great products, services and experiences for our customers,” said Joy Falotico, Ford group vice president and chief marketing officer. “That’s at the heart of this campaign.”

The first television spots feature acclaimed actor Bryan Cranston and they air beginning this weekend during NCAA football on Saturday, along with a comprehensive online campaign. The campaign runs through 2019 across broadcast, digital and print channels.

The new ads usher in Ford’s onslaught of new vehicles in the hot-selling SUV and truck segments, including the Ranger pickup, which starts production this month at Ford’s Michigan Assembly Plant, and the new Escape and Explorer on sale next year.

More than 3,000 Ford dealers previewed the first ads last week during Ford’s annual dealer gathering in Las Vegas.



Ford also worked with its Marketing Dealer Advisory Board — which includes dealers from across the U.S. — on the campaign strategy and creative execution, which includes national and regional ads and digital content. These dealers endorsed “Built Ford Proud” for its fresh approach and attitude, bringing to life the soul of the Ford brand as well as the company.

“This is what it means to fly the Blue Oval,” said Sam Pack, owner of Sam Pack Five Star Ford dealer group. “I’m proud to play a small part in the Ford family, giving back to the community and seeing how excited owners are to drive Ford vehicles and to have new products in the hottest segments about to go on sale.”

The ads are the first output following the redesign of Ford’s global marketing.

The straight-talking spots emphasize Ford’s unique family heritage, manufacturing excellence and history of innovation. The campaign features six brand and nameplate ads — plus two full-line retail TV spots. These include:

    • A 60-second ad that introduces the world to “Built Ford Proud” and delivering new products and services, not promises
    • A 30-second ad that conveys the pride and brand promise found in Ford’s iconic Blue Oval
    • A 30-second ad that summarizes the feeling only Ford customers can expect when they buy a new Ford car, truck or utility vehicle

Ford’s new lineup of vehicles will include more hybrid models, more electric vehicle choices and all with Ford’s Co-Pilot360, the most advanced suite of standard driver- assist technology. But the advertising does not include new sedans as Ford phases out all sizes of sedans and coupes except the Mustang.

In addition to Ranger, Escape and Explorer, Ford also is launching in 2019 the new Mustang GT500, new F-Series Super Duty and new Transit full-size van. An all-new fully electric performance utility is coming in 2020.