Ford in New Zealand has unveiled its “the future belongs to those who build it” campaign which also plays out like revhead nirvana.
The campaign, via BBDO, is designed to celebrate the way Ford innovation has become embedded in Kiwi culture over more than 100 years.
Simon Rutherford, managing director for Ford New Zealand, commented: “We wanted to remind people of Ford’s strong heritage in New Zealand. Our vehicles have been available here since 1907 and, since then, Ford has become part of the fabric of our society and will continue to help Kiwis go further in the future.”
Among the moments highlighted is the sensational Kiwi success at Le Mans, France in 1966, when Ford played a starring role in one of New Zealand’s greatest international sporting triumphs. On that day, Kiwi drivers Bruce McLaren and Chris Amon drove a Ford GT40 Mark II to victory on the racetrack.
“Over the years, Ford has brought a number of important innovations to the car market that shape how it works today,” says Rutherford.
“In this marketing campaign, we wanted to focus on the technology Ford has made available to everyday Kiwis over the years. This also points to the future, as innovation at Ford continues unabated.”
The new campaign, which will be launched on 2nd June, is the first major Ford campaign in New Zealand since the company appointed BBDO as its new lead creative agency globally last year.
Belinda Dick, group Business director at BBDO in Auckland, said the aim of this campaign is to use the past to reinforce the exciting position Ford holds for the future.
“Our thinking is that if you want to know what the future holds, it pays to start at the beginning, with what Ford has already achieved. True to the Kiwi spirit, our campaign centres on the idea that the future belongs to those who build it.” Dick said.
The campaign will be based on a two-minute promotional video supported by shorter television commercials, as well as online and print advertisements.