Few automotive segments are more crowded than the midsize sedan market. So, despite months of hype, hoopla and hope, the official sales debut of the striking new 2013 Ford Fusion might have been underwhelming if traditional ad campaign launch methods were followed.
Global Ford marketing czar Jim Farley clearly wasn’t going to settle for the same-old same-old, it turns out, Ford choosing to follow its own and less traveled road. In doing so, it has created some stunning, provocative and compelling graphics in broadcast commercials and print ads that are amplified with succinct copy that is both persuasive and convincing.
I was able to preview major elements of the new campaign, including elements of the company’s overview from Amy Marentic, Ford’s group marketing manager. And the ad agency perspective from Toby Barlow, Team Detroit’s chief creative director, who revealed the artsy back-story, the agency overview and divulged intricate and elaborate production methods that were used.