"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. Ford boasts of having one of the most recognizable corporate logos in the world. Nonetheless, the script of the brand name in the Blue Oval logo is not really the handwriting of founder Henry Ford.
The very first Ford logo was different from the image being used today. It was a circle with a fashionable art nouveau border bearing the words “Ford Motor Co. Detroit, Mich.” This was used from 1903 – when the company was founded – until 1907, when a new logo appeared.
In 1906, the first signature-based Ford logo appeared. The patented script of this logo still exists today. This patented script – known as ‘Script with wings’ – featured extended “F” and “D” letters. The oval was introduced in 1912, while the royal blue color was adopted in 1927.
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.”