Here’s Wieden+Kennedy New York’s first work for Ford since being appointed to take over (some) of the creative reins from WPP’s GTB agency. BBDO seems to have the AOR role. ‘Built Proud’ is the line (although some of the logo has gone missing in translation – deliberately maybe.)
Ford, rather like WPP, is in the mire, suffering big problems in its European and China businesses. So is reminding Americans that it’s been around for a long time a good idea?
Probably, it makes the Henry Ford’s pioneering company different anyway and Ford has been lacking a useful point of difference. The agency has done well to resist the temptation to show a hatchet-faced Henry, in his top hat.
And there’s TV too, with Breaking Bad’s Bryan Cranston.
MAA creative scale: 9.
W+K hit the TV heights some years back for Chrysler so it’s a welcome return to Detroit.
Bet BBDO’s hoping they get off the case PDQ.
This is an updated version of an earlier story.