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Ford readies global Focus campaign

Ford is preparing a new campaign for its Focus, described by the company as its first global advertising initiative. The campaign, developed by Blue Hive, a group of European WPP agencies, will break on March 1 in the US, in mid-March in Canada, later in the month in Europe and later in the year in Australia, New Zealand and South Africa. The creative consists of 50 television commercials, 15 or 20 seconds in length, promoting 14 forms of technology used in the Focus. The ads have been customized for the markets in which they will air. "Ford is a global company and the Focus a truly global car," said Jason Day, communications manager at Ford Canada. "It will look nearly identical whether in Paris, Hong Kong, or Montreal. The global ad campaign will compliment the vehicle itself and reinforce the One Ford plan. The Focus is so well-equipped with industry-leading strengths, we wanted to find a whole new way to tell its story and are excited to launch this campaign in Canada, as part of the global strategy."

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