"Unlearning" may be an odd notion, but it is exactly what Ford's new marketing campaign hopes you can do. Ford of Britain is focusing on an atmosphere of abandoning preconceived notions. The campaign is set to launch across social media and throughout homes starting January 20th with an ad during ITV's National TV Awards.
Ford is debuting a new emblem, with a new script which will sit outside of the iconic blue oval with a colorful script challenging the old starch white lettering.
While challenging us to accept their new emblem and their new portfolio, they are also challenging us to Unlearn the idea of the family pet and what we know about the aged among us, with a new type of family pet, a 104 year old record breaking runner, and a new Ford portfolio marking the introduction of the fabled Mustang.
Ford Chairman and Managing Director Andy Barratt said that the new lineup seeks to “demonstrate performance, prowess, and innovation.” He also shared that Ford’s efforts include the GT campaign, its participation at Le Mans this year, and the introduction of the Edge, its new flagship SUV.
Beyond the TV commercial, which was filmed by production company 2am, Ford is turning to some of the UK's greater-known online stars who are slated to share their own experiences with Unlearn with all of us.
Bryn Attewell the Creative Director of Blue Hive, who developed the Unlearn campaign for Ford UK, said that Unlearn proves that the company isn’t afraid of progress and of having to throw out its “limiting beliefs.”
He also said that Ford isn’t only rolling out “amazing cars” as it is also “changing the way people interact with their vehicles and looking at every aspect of how the world travels by automobile."
Ford Chairman and Managing Director Andy Barratt hopes that with each new glance and unlearned expectation from Ford, "anyone in the UK will be surprised by what they see.”