Ford Motor Company launched a groundbreaking advertising campaign, "Ready, Set, Ford," marking a significant departure from its traditional vehicle-focused approach. This strategic shift, announced amidst considerable uncertainty within the automotive industry, emphasizes a people-centric approach, focusing on the experiences and needs of Ford customers.
The campaign centers around four core brand promises: capability, passion, community, and trust. This holistic strategy aims to resonate deeply with consumers navigating a complex economic and political landscape marked by anxieties surrounding inflation and global events. Ford's Chief Marketing Officer, Lisa Materazzo, explained that the timing is deliberate, viewing the current industry disruption as an opportunity to reinforce Ford's commitment to its brand and loyal customer base.
Materazzo highlighted extensive consumer research revealing a prevailing sense of uncertainty and anxiety. However, the research also underscored a surprising resilience and optimism among consumers, particularly when empowered by brands that help them navigate challenges. This insight directly informed the "Ready, Set, Ford" campaign's core message of empowerment and support.
Ford's enduring American identity plays a pivotal role in the new campaign. Building upon the success of the "America for America" initiative, which offered employee pricing to all customers in response to initial tariffs, this campaign strengthens Ford's connection to its heritage while signifying its readiness to embrace a new era of innovation and growth.
The campaign's global reach is unprecedented. For the first time in decades, Ford's worldwide brands will be unified under the "Ready, Set, Ford" umbrella, ensuring consistent brand representation across all international markets. Materazzo confirmed that the global rollout is underway, targeting completion in most markets by the end of 2025, with full global deployment by Q1 2026.
The campaign's initial launch coincided with a Thursday Night Football game, strategically leveraging the NFL season's massive advertising potential to reach a broad audience. This marks a return to significant advertising investment after a period of reduced spending during the COVID-19 pandemic, when supply chain disruptions impacted vehicle availability. Now, with inventory levels normalized, Ford is demonstrating confidence in its future and commitment to a robust brand presence.
Materazzo emphasized that investing in the brand is paramount to long-term success in the current turbulent automotive environment. The company is optimistic that its focus on delivering on its legacy and investing in its brand will ensure its survival and, ultimately, its continued growth and success within a competitive and evolving market.
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Originally published at: https://www.cnbc.com/2025/09/10/ford-ad-campaign-ready-set-ford.html
