Ford Shares Its Struggle

Ford Bold Moves is a new effort from Ford Motor Company that comes close to living up to its name. The site will feature short films that address the pressing business issues confronting the Detroit automaker. The first episode is available now.
According to Ad Age:

Charlie Hughes, founder of consultant BrandRules and a veteran auto executive, predicted the primary audience of the push is Ford employees. He cited former Ford Chairman Alex Trotman’s statement in the 1990s that his biggest problem was getting his own people to believe in changes in the company. Mr. Hughes expects Ford dealers to be the secondary audience.

I don’t dispute Hughes’ claim, but transparency of this nature is appreciated by consumers, as well. And the films have a “Blog It” button, indicating that Ford hopes to receive some decent citizen press from this campaign.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.