Ford Bronco Sport ad “Created by Cabras”.
Ford
Ford is introducing its new Bronco Sport vehicle with an advertising campaign to showcase its goats – and not just the furry type.
The “Built Wild” ads will begin rolling out this weekend during the NFL playoffs and will begin with the 60-second “Raised by Goats” ad, which tells the story of the vehicle’s mythical origin and features live goats and horses. The film will premiere on Saturday during the Rams-Seahawks game.
The goats acquire double meaning at the time, also referring to the “Go for any type of terrain” modes of the cars. “GOAT” was also the original code name for the Bronco, which the company resurrected after the last production from 1965 until 1996. The vehicle is Ford’s first direct rival to Jeep since the original Bronco.
Although Ford is not showing a commercial during this year’s Super Bowl, executives said they wanted the film to be “worthy of the Super Bowl” and to have the kind of creative message that viewers would like to see again. The company worked with Wieden + Kennedy New York on the points.
Another spot with terrain modes will be launched on Monday on “Good Morning America”, while a third will be launched in February. Ford executives said the campaign would also emphasize video streaming.
Ford dealers wanted to create a campaign to help the Bronco Sport out of the shadows of the Bronco, an SUV more like an off-road truck that is scheduled to start selling this summer. They also wanted to showcase the vehicle’s characteristics that make it a “mobile base camp,” said Stuart Jennings, creative director at Wieden + Kennedy in New York.
The last of the spots focuses more on the characteristics of the car, which has a sliding work table, projectors and, depending on the model, integrated plugs.
“Our customer is someone who leads a slightly multifaceted life,” said Dave Rivers, marketing manager for Ford SUV in the United States. “They go to work in the morning and work all day, but at 5 o’clock they are going to the slopes, they are going to the trails – they are enjoying the outdoors.” He said that consumers are reaching the mark of Jeep’s Cherokees or Compasses, or Subaru vehicles.
The first location, filmed at Monte. Baker, in Washington State, involved choosing and “interviewing” goats to find ones that had the right personality and temperament to fit the place, the company said.
“Goats are very smart, but they are stubborn. Sometimes they just don’t want to hear. If they want to eat grass, they eat grass,” said Jennings in a statement. “We just had to wait a few times and encourage them to do their job.”
The footage was also impacted by the weather, as there was no snow forecast during last year’s production. The pandemic added another layer to the complicated production.
“It was a very interesting shoot, to say the least,” said Jennings in a media call on Thursday.
The National Football League will allow CBS, NBC and Fox to sell an additional two minutes of commercials during the playoff games leading up to the Super Bowl, the Wall Street Journal reported on Friday. And with the pandemic impacting NFL programming, advertisers who haven’t yet committed themselves could see last-minute discounts for Super Bowl slots, CNBC reported last month.