“SUMMER’S HERE”

2020 FORD’s SUMMER SALES EVENT

“Summer’s Here”, is a fully integrated national campaign, and was presented to all Ford Dealers in the U.S., as their 2020 creative option. Further, we produced three spots: Product, Retail, and Final Days. In each of these three spots, you will find multiple cuts. Knowing every market is different, some need higher messaging on the national or regional offer, some on our COVID relief program,“Ford Promise”, some showing off our safety benefits and vehicle line-up, along with Ford’s official claims. Always giving a variety of choices to our client, and delivering a successful campaign across the country.

Problem/Solve: Public consensus: Summer + COVID = boring, scary, not good. Not forcing COVID verbiage in our spot, but accepting what it is and standing up and making the best of the situation.

Concept: Sure, this summer will be a little different. We’ll travel but, stay closer. We’ll gather but, in smaller groups. We’ll venture out but, be more cautious. Still, summer is here and there is fun to be had and places to explore. With technology and capability, Ford vehicles can help you make the most of it.

Execution: Show Ford vehicles in summer lifestyle scenarios. Footage that demonstrate driver-assist technology and other vehicle capability. Staying sensitive to the seriousness of the epidemic and every-changing laws, focusing on small groups and family scenarios. Embracing our scenario. Owning our own fun.

Budget: Having a limited budget, and a strict timeline, using stock and post-produced footage was the way to tell this story. Total budget is 1 Million.

Broadcast | product featured.

BROADCAST | RETAIL featured

Summers Here | Retail :30

Summers Here_ Retail 30_0/72

Generic Retail Version with 0 for 72 offer only.

FPDE3208000H

Summers Here_Retail Generic_ FPDE3209000H

Retail Generic highlighting ford promise and ABSB. Not offer specific_ FPDE3209000H

Summers Here_Retail 30_ FPDE3207000H

FPDE3207000H

Summers Here_Retail Generic_NoPromise-30 FPDE3210000H

Retail generic version including the No Promise Plan

FPDE3210000H

BROADCAST | FINAL DAYS

As our final spot in this campaign, this is an urgency focused message.

Total Broadcast Deliverables: :30s airable as is, :20/10s cutdown, :15s airable as is, :08/07s cutdown (English and Spanish)

RADIO

SUMMER SALES EVENT | “SUMMER’S HERE” FINAL DAYS | :60 SECOND

POINT-OF-PURCHASE

Attention grabbing POP displayed in-side, and out, at Ford dealerships around the nation. Designed to compliment the campaign with simple, clean, bold graphics.