Ford Division will highlight three key product features of the 2003 Ford Expedition in new ad campaigns designed to reach Hispanic, black and Asian buyers.
The division is playing up the Expedition's independent rear suspension, side airbags and third-row seat that folds flat. National ads for the redesigned full-sized sport-utility spotlight the trio.
The division wants shoppers to know that the suspension changes create a sport-utility that is more nimble and easier to handle than its predecessor.
"It drives like a smaller vehicle,'' said Rich Stoddart, Ford Division marketing communications manager. "This is a vehicle that changes consumer expectations about how a full-sized SUV can perform." Stoddart wouldn't disclose how much Ford Division is spending to convey that message.
The three multicultural campaigns fall under Ford Division's "No Boundaries" marketing umbrella.
Initially, Ford Division adopted the tag line to market its sport-utilities. This year, "No Boundaries" became the keystone of all Ford Division marketing, extending to car and truck commercials and a corporate campaign featuring Bill Ford, company chairman.
" 'No Boundaries' is a very powerful proposition for us," Stoddart said. "It speaks to things in our past, things we are doing today and in the future. It is what the Blue Oval brand stands for."
Three ad agencies created the Expedition campaigns breaking on TV and in print.
1. UniWorld developed two 30-second TV spots and a two-page print spread to reach black buyers. The TV commercials, which began airing in late May, feature boxer Laila Ali, daughter of boxing legend Muhammad Ali.
For example, Ford Division stresses the Expedition's third-row seat in one of the TV spots. Laila Ali spars in a boxing ring. As she knocks down her opponent, the view switches to the Expedition's power-operated third-row seat folding flat. Ali's voice-over states: "They got that idea from me."
Print ads will run this summer in eight magazines, including Ebony, Essence and African Americans on Wheels.
2. Zubi Advertising of Coral Gables, Fla., created one 30-second TV spot and a print ad tailored to Hispanic buyers. The tag line is: "Accomplishment without Boundaries."
3. Pancom is creating a 30-second TV commercial and two-page print spread to reach Asian buyers. The ads will appear this summer.