2013 Ford Escape changes the Brown family's life in incredible ways
Ford is no stranger to innovation in advertising, and its new campaign for the 2013 Ford Escape compact utility vehicle breaks new ground. In order to stand out in a segment which includes the new 2013 Mazda CX-5 with SKYACTIV technology as well as the dominating Honda CR-V, the Ford media team had to stretch the bounds of TV and other advertising by targeting specific cultural groups and speaking to that group in a way Ford felt would resonate. What Ford decided to go with is a 30 second TV advertisement that introduces the audience to an African American family Ford calls “The Browns”, whose lives are made significantly more exciting after they bring home their new Ford Escape.
In a press release Ford says “The idea behind the campaign was sparked by the concept of being referred to as “brand new.” Brand New, a saying often used in the African American community, refers to a person who has tried something new or who has bettered him or herself in some form or fashion.” The format of the TV commercial is documentary style with comedic tones. For example, the smart phone text shown in the photo ends “…I understand you’re into new things and all, but you guys are really trippin’.” Shawn Lollie, Ford manager, Multicultural Marketing says in the Ford press release “We created a series of characters who have their lives turned completely upside down once the featured family purchases an all-new Escape.” The new activities that the characters adopt after buying the Escape include spelunking, kayaking and surfing.
To reach the target audience for the campaign Ford began airing the 30 second TV spot on the Black Entertainment Television network (BET). Print media carrying the message will include “Jet,” “Juicy Magazine,“ “Ebony,” and “Sister to Sister.” To highlight the advertisement on Youtube, Ford’s media campaign shot a hilarious old-school style rap video from the “Bag Boyz” (not to be confused with The Nickel Bag Boyz).
The advertisement campaign is credited by Ford to UniWorld Group, which the press release calls “Ford’s African American advertising agency of record.” There is no word yet regarding expanding the comedy-documentary advertising campaign to include other fictional families of other cultures such as the “Whites,” or the “The Reds.”