Ford signals a return to auto production in a new ad campaign

Ford “Built for America” ​​ad.

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Ford Motor has come out with a new ad campaign, highlighting the company’s construction equipment for healthcare workers and indicating that it is ready to resume automotive production.

Three new commercials, which share the message “Built for America”, show the automaker developing medical supplies, including respirators and ventilators. The company is preparing for a gradual restart of North American vehicle production on Monday after its factories closed in late March due to the coronavirus.

The company, which said that its parts distribution centers have resumed operations in North America this week, says it is bringing back about 12,000 employees who are unable to do their work offsite. Campaign shows how Ford workers pivoted to start creating medical supplies and aims to “[honor] the resilience of a nation ready to meet the challenges of returning to work. ”

Ford worked with the agency Wieden + Kennedy on the campaign, which includes ads and social media. The campaign, featuring the voice of actor Bryan Cranston, will air on Ford social platforms on Wednesday afternoon and on TV for the next two days, the company said.

“Collectively, as a country, as we go through a crisis, it has been truly impressive to see how resilient, strong and flexible American workers have been,” Kumar Galhotra, President of Ford for the Americas and the International Markets Group, told CNBC. “We just want to honor them with this campaign and be optimistic as the country gets back to work after this difficult time.”

After closing its factories, Ford ad it would produce personal protective equipment and other supplies for health workers to fight Covid-19. The company said it produced more than 400,000 reusable surgical gowns made from materials used to make airbags and other durable fabrics. Last week, he began providing Ford-designed air-purifying respirators to front-line health workers.

In addition, General Electric and Ford are expected to produce 50,000 fans for the U.S. government, under the Defense Production Act, for $ 336 million.

Galhotra said production of PPE will continue in the near future “as long as the country needs it.” He said that these facilities were created in its factories, but operate completely outside of its normal production structure.

As many marketers shift television budgets, Ford’s US chief marketing officer Matt VanDyke said television reach and audience were high at the moment.

“You see the ratings we got on the media that we had maintained during a crisis, initially the ratings were up 50%, 200% in news and other areas,” he said. -he declares. “While much of our programming has been lost due to the disappearance of March Madness and the lack of live sports, the media that remain, whether it’s linear television or even digital and other broadcasting, have done so well. It’s really about reaching our audience, where they consume media. ”

The campaign also includes new images, which the company has mixed with archive footage in a way that meets security guidelines.

“Instead of lighting technicians and crews and operators and gaffers,” said VanDyke, “you are essentially talking about a cameraman and a microphone operator and perhaps a director.”

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