Ford Motor Co.'s Ford Division launches its new tagline "Built to last" Feb. 6 during the Winter Olympics telecasts. J. Walter Thompson USA, Detroit, created six new spots featuring actor John Corbett of TV's "Northern Exposure" telling stories about people and their vehicles. Ford's longtime tag was "Have you driven a Ford lately?" Ford truck ads continue to use the "Built Ford tough" line. By summer all Ford ads will be in storyteller format.
Copyright February 1998, Crain Communications Inc.