Over the past few years, Ford has been putting a lot of effort into becoming what it terms a “mobility provider” rather than just an automobile manufacturer. The brand has been collaborating with business startups and investing money in developing new in-vehicle technology in order to expand beyond the realm of simply selling cars. Until now, Ford has not been publicly reinventing its image. However, Ford’s Super Bowl ad is the brand’s first declaration of its new label.
This was clearly a strategic move. The Super Bowl is known for its commercials. Getting airtime during a Super Bowl commercial break is expensive – but worthwhile, as you’ll be broadcasting to one of the largest television audiences in the world. The commercial expands Ford’s image beyond that of your average automaker, introducing the brand’s upcoming ride- and bike-sharing services, electric and hybrid vehicles, and even self-driving cars. The ad will mark Ford’s first Super Bowl spot since 2014, when the company teamed up with James Franco and Rob Riggle to promote the Fusion.
The 90-second Super Bowl ad is Ford’s first televised commercial portraying the brand as a mobility provider. Prior to this, the campaign to revitalize Ford’s image had only been rolled out online and through public relations.