Every commercial television station in more than 40 countries
around the world will show the same commercial at 9pm on November 1 as
Ford Motor Company ’roadblocks’ the world with its new advertising
In the UK, viewers of ITV, Channel 4, Channel 5 and all satellite
channels will see the two-minute ad. A one-minute version of the ad will
run for a further two weeks on satellite and cable channels.
The cost of the global roadblock is understood to be between dollars 10m
and dollars 15m (pounds 6.25m and pounds 9.4m), with the pan-European
broadcast costing dollars 2.4m (pounds 1.5m) alone.
The campaign ignores the old adage to ’think global, act local’, by both
thinking and acting globally in its showcasing of seven of the company’s
brands: Ford, Volvo, Mazda, Jaguar, Lincoln, Mercury and Aston Martin,
two of which - Lincoln and Mercury - are unavailable in the UK.
The campaign is designed to show the different roles the manufacturer’s
brands play in people’s lives around the world, presenting Ford as a
’human’, consumer-oriented company rather than a faceless
The main theme of the ad is saying goodbye to the old millennium and
ushering in the new - underlined by a shot of the Millennium Dome and a
rendition of the company’s global anthem, ’Just wave hello’, which
provides the soundtrack to the TV spot and is performed by 12-year-old
soprano Charlotte Church.
The ad depicts different ethnic groups from around the world greeting
each other and using Ford products in a range of situations.
Creative work for the ad was handled by J Walter Thompson, Ford’s main
agency in the US. Media planning and buying was carried out by
JWT handles Ford’s Jaguar and Mazda brands in the UK, while Ford’s main
business is split between sister agency Ogilvy & Mather and Young &
’The ad is meant to show that Ford has got it all - how the company
touches people’s lives through every culture, country and class, across
all its different brands,’ said Kenny Hill, account manager for Jaguar
at JWT London.
He added: ’It’s not just glory shots of cars - it’s more about people
and how they interact with them.’
The ad is another sign of global marketing initiatives driving creative
content on the domestic level.
The new Ford ad can also be viewed at the company’s web site at
View it, then e-mail your reactions to firstname.lastname@example.org.