Ford needed the brand new Bronco Sport marketing campaign to be “Tremendous Bowl worthy”
Ford Bronco Sport “Raised by Goats” advert.
Ford introduces its new Bronco Sport vehicle with an advertising campaign to showcase its goats – and not just the furry ones.
The “Built Wild” ads will run this weekend during the NFL playoffs, starting with the 60-second “Raised by Goats” commercial, which tells the mythical story of how the vehicle came about and shows live goats and horses. The spot premieres on Saturday during the Rams Seahawks game.
The goats have a dual meaning in place and also relate to the “walk over any type of terrain” modes of the cars. “GOAT” was also the original code name for the Bronco, which the company revived after its last production from 1965 to 1996. The vehicle is Ford’s first direct rival to Jeep since the original Bronco.
Although Ford won’t be running a commercial during this year’s Super Bowl, executives wanted the spot to feel “Super Bowl worthy” and have the creative message that viewers want to see again. The company worked on site with Wieden + Kennedy New York.
Another spot featuring the terrain modes will be released on Monday on Good Morning America, while a third will premiere in February. Ford executives said the campaign would also focus on streaming video.
Ford marketers wanted to launch a campaign to help Bronco Sport step out of the shadows of the upcoming Bronco, a more truck-like SUV for off-road use due to hit stores this summer. They also wanted to show the characteristics of the vehicle that make it a “mobile base camp,” said Stuart Jennings, creative director of Wieden + Kennedy New York.
The last point focuses more on the features of the car, which has an extendable work table, floodlights and, depending on the model, built-in power plugs.
“Our customer is someone who leads a diverse life,” said Dave Rivers, American SUV marketing manager at Ford. “They go to work in the morning and work all day, but at 5 am they either hit the slopes, they hit the paths – they enjoy nature. ” He said consumers are coming to the brand from Jeeps Cherokees or compasses or Subaru vehicles.
The first point, shot on the mountain. Baker, in Washington state, has watered and “interviewed” goats to find those with the right personality and temperament that would suit the place, the company said.
“Goats are highly intelligent, but they are persistent. Sometimes they just don’t want to listen. If they want to eat grass, they eat grass,” Jennings said in a statement. “Sometimes we just had to wait and cheer for them to perform.”
The shoot was also affected by the weather, as they didn’t expect snow during production last year. The pandemic added another layer to the tricky production.
“It was a very interesting shoot to say the least,” Jennings said on a call to the media on Thursday.
The National Football League will allow CBS, NBC and Fox to sell two more two minutes of advertising during the playoff games before the Super Bowl, the Wall Street Journal reported on Friday. And with the pandemic affecting NFL planning, advertisers who are not yet committed could get last-minute discounts on Super Bowl slots, CNBC reported last month.