Ford Motor Co. returned to the Super Bowl after three years of absence. The last time that Ford had a commercial spot in the Super Bowl, it was in 2014. That commercial ad – lasting for 90 seconds – starred Rob Riggle and James Franco, spotlighting the Ford Fusion Hybrid.
While Ford’s previous Super Bowl campaigns focused on certain vehicles, its newest commercial ad doesn’t even feature a specific vehicle. It represents a different approach from previous Big Game ads. Instead, the carmaker is showing an ad that provides a glimpse of its high-end technologies that could provide the much needed mobility solutions.
Ford’s Super Bowl commercial ad is a take on the carmaker’s "Go Further" slogan. Set to the tune of Nina Simone’s "I Wish I Knew How It Would Feel to be Free," the ad shows a number of people – young and old ones alike – getting into tough situations. It shows: a skier getting stuck on a lift; a little girl’s kite getting caught on a tree; a ladder tumbling down while its supposed user tried to get off the roof; a man whose boat malfunctioned in a middle of a lake; a basketball stuck on the rim; a young wrestler trying to win a match; a guy fixing his suit; a young boy having troubles taking off his shirt and a woman trying to reach the back zipper of her dress.
The commercial ad – narrated by Bryan Cranston -- also shows a cat whose head got jammed in a box; a driver whose car is wedged on a pile of snow; a kid whose feet are trapped on top of a fence; and a woman stuck in heavy traffic.
In most cases, the people in these sticking situations were able to successfully get out of their predicaments. Some of these people have even become unstuck thanks to some of the mobility solutions that Ford is offering.
Chantel Lenard, Ford’s US marketing director, told The Detroit News that the carmaker wants to show through the ad that it is working on transportation and mobility solutions not typically associated with company. The ad features mobility solutions like bike sharing, autonomous driving and plug-in hybrids. It also picks up where Bill Ford, the carmaker’s Executive Chairman, left off at the 2017 Detroit Auto Show.
Technically, Ford’s commercial is a pre-Game ad. It was aired just before the Superb Bowl LI kickoff between the New England Patriots and the Atlanta Falcons. The Super Bowl LI commercial was Ford’s seventh advertising appearance at the Big Game.