When it comes to taglines, Ford keeps going beyond Go Further. A new masterbrand campaign for Ford cars is called "By Design." Ads aim to unite multiple brands under a similar tone, just like "Built Ford Tough" does for Ford trucks and the recently launched "Unstoppable" campaign does for Ford SUVs.
"By Design" was launched Thursday with new spots for Mustang, Fusion and Focus Electric. All of the ads are 15-seconds long. The short spots allows the marketer to run a couple ads back-to-back on TV, while giving the flexibility to run a single 15-second spot in more targeted digital media, said Chantel Lenard, Ford's director of U.S. marketing.
Also, Ford wanted to convey that there is a lot of news across the car lineup. So "we thought we were able to convey that best with shorter, quick bursts," Ms. Lenard said. The ads are all wrapped under the broader corporate tagline, "Go Further."
The "By Design" ads are meant to convey more than just car design aesthetics. Ford also wants to convey how technology in the vehicles that "makes customers lives easier" as well as "how the vehicle makes them feel."
The campaign also marks a couple of firsts. The Focus Electric has never had a dedicated TV spot before, Ms. Lenard said. Also, the Ford corporate logo is drawn in a new way during the ads and shown outside the familiar oval. The updated look with animation "surprises people" and "conveys a sense of modernness," Ms. Lenard said.