US – Ford has decided to rethink its marketing campaign to reflect its response to the current global pandemic.
Having initially launched new advertisements at the beginning of 2020 to promote its vehicles, Ford’s new campaign describes how it is responding to the impact of Covid-19, including a scheme offering payment relief for some customers. The two ad spots, Built to Lend a Hand and Built for Right Now, act as a play on the tagline, Built Ford Proud – and signify a shift towards more civic efforts.
Drawing attention to Ford’s more than 100-year history, the advertisements refer to the brand’s previous philanthropic acts; having built planes during wartime and recently offered payment relief to consumers affected by natural disasters. Matt VanDyke, director of US marketing for Ford Motor Co, says: ‘It’s important to be reassuring right now and not trying to say to people 'Rush into your car dealership for a sales event’.
As society navigates uncertain territories, brands are stepping in and creating Civic Ads in place of traditional advertising.