If you look at Ford's heritage it is a brand rooted in Ireland. Over the years, Ford has become a global car brand that has faced a number of key brand challenges. Ogilvy's task over the last number of years has been to address the fact that people see Ford as a 'safe' car mark. Over that period, Ford as a company has focused on car design and car performance, producing the best line up of models it has had in its history.
The communications task is to get people to reappraise, reengage, and ultimately buy the brand and drive the model. The 'Leaf' execution shown, underpind the emissions story that Ford have to tell and is a strong competitive proposition. Along with the value message which is highlighted by the 'Key' execution which is perfect for the current environment.
The 'Champions League' execution here draws its oxygen from the Pan European UEFA Championship which Ford has sponsored for the last 17 years. This work has been shown across all European markets as an example of how to leverage a European sponsorship at a local level.
