Ford omits blue oval logo on ‘Go Further’ ads to ‘engage’ more audiences

Article by Anita Panait, on May 7, 2012

Has Ford abandoned its customary and widely famous blue oval? Many have been wondering since last week whether the US automaker has discarded its long-time symbol, especially after the company released its latest brand commercials with the logo left out of the picture. Additionally, the commercials, which highlighted Ford's new brand slogan, "Go Further," show that the logo is even indistinct on the featured vehicles -- 2013 Ford Fusion Energi plug-in hybrid, Escape, Focus ST and Fiesta.

Much more, the voice-over of the 15- and 30-second commercials did not even mention “Ford.” Ford, however, assured that this was just part of their marketing program and the company is not abandoning its long-time logo and brand. 

According to Jim Farley, Ford group vice president of global marketing, sales and service, the scheme was a company’s attempt to reach a special group of customers who may have been biased against Ford.

These customers are particularly those living in the West, East and South coasts, where imported vehicles flourished more than US-made ones. Farley said that he wants “a nationwide almost 'Obama electionlike' conversation online” about people’s views on Ford and its products today, Farley remarked that it is alright if there are people who are averse to the Ford brand or any vehicle bearing the logo, as long as the company could engage them to try their products.

Farley added that if they could engage people, the brand could go “somewhere." Last week’s commercials showcase the latest technology Ford could offer its customers: MyFord Touch and EcoBoost engines, as well as the hands-free liftgate on the 2013 Escape. The commercials aim to persuade viewers to stand out and “go further” with the vehicles that the company is offering. The commercials have been playing on shows like "House," "Dancing with the Stars," "2 Broke Girls" and "Jimmy Kimmel Live!" A Ford spokesman, however, said the company will reintroduce the Ford logo and brand this week. [source: Autonews]

Topics: ford

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