Ford Motor Co. is using a new set of commercials — debuting during the Super Bowl — to encourage Americans to keep implementing safety measures in the fight against the COVID-19 pandemic.
The automaker already kicked off its “Finish Strong” initiative late last year and the new ads are the next phase of the effort to keep spirits strong and to motivate people to keep up with the safety protocols recommended by healthcare officials.
The commercials will not only feature essential workers wearing Ford-manufactured personal protection equipment, but also the Ford employees who develop, produce and distribute masks, washable gowns and other equipment.
“The data shows that we can save a lot of lives in the coming months by coming together as Americans and protecting each other. Our mission is to inspire people to stay safe. There is no bigger platform to do so than Super Bowl LV,” said Kumar Galhotra, president, Americas & International Markets Group.
In addition, the company is increasing its mask-donation commitment from 100 million to 125 million in communities and states, like California, Texas, Florida, Michigan and Missouri, that have been hard hit by the pandemic. The company will distribute 25 million masks in the next five weeks. It’s already delivered 66 million masks.
The commercials are designed to act as a call to action. The spots were created by acclaimed filmmaker Peter Berg, known for such movies as “Friday Night Lights,” “Patriots Day” and “Lone Survivor.” The spots are narrated by award-winning actor Bryan Cranston. Along with Film Forties, the campaign is co-produced by Civic Entertainment Group.
Ford will continue to run the #FinishStrong messaging campaign in these hot spot regions through February and will hold events Feb. 18 and 25 to hand out masks, Ford officials noted.
Although the company has continued to produce PPE equipment since the “Arsenal of Health” formally shut down last year, it’s not limited its efforts to just churning out needed safety products. Ford employees have been researching ways to make those products better and more effective.
As a result, it’s developed a patent-pending clear N95 respirator. Transparent and reusable, the respirators allow the wearer to better communicate with others, especially those who are hearing impaired who read lips or where seeing facial expressions are important. Nurses, teachers and others can use the clear masks. The masks are expected to become available this spring.
Additionally, Ford has developed an air filtration kit that people can make at home or in school. The air filtration kit supplements a room’s existing filtration system to further help reduce the risk of COVID-19 virus particle concentrations. The kits are based upon scientific studies from academic and government research.
The company plans to donate up to 20,000 air filtration kits to underserved communities. The filtration kit is comprised of an easy-to-assemble die-cut cardboard base, a 20-inch box fan, and a 20x20x4 air filter with a standard minimum efficiency reporting value of 13. The air filter is placed inside the folded base with the fan placed on top. The fan operates on high for maximum filtration, discharging clean air downward as it pulls in unfiltered air from above.
Because COVID-19 can spread through droplets when infected persons exhale, cough, sneeze or talk, Ford conducted smoke particulate testing of the air filter at an independent test lab using the industry standard AHAM AC-1 test. These tests show that the unit provides a clean air discharge rate of 213 cubic feet per minute.