Ford Motor Company: Storytelling campaign

Debbi Mack

For 15 years Ford Motor Company, the number two automaker among Detroit's big three, had advertised its vehicles with the slogan "Have you driven a Ford lately?" In 1998 the company launched a new campaign with the tag line "Ford Cars: Built to Last." The campaign, developed by advertising agency J.

Ford Motor Company: Storytelling campaign

Debbi Mack

OVERVIEW

For 15 years Ford Motor Company, the number two automaker among Detroit's big three, had advertised its vehicles with the slogan "Have you driven a Ford lately?" In 1998 the company launched a new campaign with the tag line "Ford Cars: Built to Last." The campaign, developed by advertising agency J. Walter Thompson, used a storytelling approach and ran in print and broadcast media as well as on the Internet. It was based on the notion that people enjoyed hearing other people's stories.

The "Storytelling" campaign centered around everyday people who owned...

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