FORD LAUNCHES NEW BRONCO SPORT CAMPAIGN
Jan. 18, 2021
Source: Marketing Daily article by Tanya Gazdik
Ford Motor Co. is launching a campaign that focuses on the "extreme capability and power" of the Bronco Sport.
The effort, from Wieden+Kennedy, includes "Raised by Goats," which creates a "fun, mythical story" of the vehicle's origin featuring live goats and horses, says Matt VanDyke, Ford director, U.S. marketing.
It details how the SUV developed its off-road capability, highlighting the vehicle's Terrain Management System equipped with up to seven G.O.A.T. Modes, helping drivers "Go Over Any Terrain." G.O.A.T. was actually the original internal code name for the original '66 Bronco project.
Creatives shows a herd of goats that come upon a colt in the mountains trapped under a rock. They rescue him, then raise him as their own. The horse then transforms into the adventure-ready Ford Bronco Sport.
Directed by Stacy Wall, who also shot Ford's "Built for America" campaign, the 60-second spot debuts Jan. 9 during the Rams-Seahawks NFL Playoffs Wild Card game.
The agency and client decided early on to make the spots "true to nature, using real animals in an authentic environment," said Stuart Jennings, creative director, Wieden+Kennedy New York.
Extra time was built in to the shoot to consider the needs of the animals, he says. Horses can be trained somewhat easily, but goats are another story.
While the animals are adorable, the focus is still on the vehicles, Jennings says.
"The idea is this vehicle is built for the wild, it's rugged and tough, and the ultimate takeaway is Bronco has G.O.A.T. Modes," Jennings says in a release. "We allude to that all the way through. It's not just a knob on the vehicle - it's a system that can take you nearly anywhere you want to go."
A second spot, "Go There," debuts Jan. 11 on "Good Morning America" and cuts quickly in and out of multiple outdoor environments to showcase how the Bronco Sport is ready for any adventure.
A third spot, "Find Your Wild," highlights the versatility of the vehicle. It debuts in February.
All three spots are under the umbrella theme of "Built Wild."