FoMoCo has announced that it will spend up to 20 percent more on Ford branded U.S. marketing in the fourth-quarter as it launches the next phase of its Drive One campaign. The new Drive One ads will start airing on October 12 and will feature 15-second sports starring real-world owners talking about why they love their cars. Up to 40 spots are expected to go into rotation on television and online.
“When we began Drive One, we wanted to rationally distance ourselves from the Detroit competition and begin to compete with Toyota and Honda,” said Matt VanDyke, Ford’s director of U.S. marketing communications. “And now we’re getting into a stage where we need to not just talk about being at parity with others but also talk about how we’re different than others.”
The ads are a part of a focus group that was filmed without the individuals being told that it would be used by Ford. If given the permission by the person filmed, the footage was used as a commercial.
Check out some of the commercials after the jump.
One More Reason: Kristen’s Ambient Lighting:
One More Reason: Kristen’s Vehicle Health Report:
One More Reason: Becky’s Fusion Hybrid:
One More Reason: Paul’s Capless Fuel Filler:
One More Reason: Hayley’s Fuel Prices:
One More Reason: Jonathan’s Rocking With SYNC:
– By: Kap Shah