How Ford’s new global CMO plans to ‘break through the clutter’ in his first ad campaign

The campaign marks the company’s first fully integrated campaign this year, and the first ad campaign led by industry heavyweight Lisa Materazzo, who joined Ford about six months ago as global chief marketing officer.

With a successful history at Toyota, where he led the marketing efforts of Lexus, Toyota and Scion, Materazzo is poised to change the narrative of the Ford brand and attract a new generation of consumers to the brand.

In his new role, Materazzo oversees advanced product planning and marketing strategies across Ford’s customer-focused business groups: Ford Blue, Ford Model e, and Ford Pro, as well as Ford Performance and Lincoln luxury vehicles. “I’m very much a product person, he says.” I love cars (and) I love motorsports, which I believe applies a lot to Ford.”

Freedom of Choice, which launched this month and will run in English and Spanish across all channels until September, aims to highlight Ford’s wide range of products, enabling consumers to find the car that best suits their needs.

Comprised of three sections — titled ‘Starting Line,’ ‘Get Things Done’ and ‘Power to Do’ — the work focuses on nine different Ford models, emphasizing the iconic F-150, which comes in gas, hybrid and electric models. . It also includes a refreshed brand website for an improved and simplified consumer shopping experience.

‘Starting Line’ begins with a sad scene at a retro gas station with a Ford Bronco. Flowing seamlessly through the cinematography, the scene transports viewers to different locations, showcasing the prowess of Ford vehicles. From desert landscapes to busy city streets, the scene also showcases the F-150 and Mustang, symbolizing freedom and flexibility in a variety of environments.

A similar message is conveyed in ‘Get Things Done,’ a demonstration of the F-150’s prowess. The scene unfolds as a man refuels his F-150 at a gas station, before moving into a desert area, where the truck easily carries a large trailer and dirt bikes.

The third spot in the campaign, ‘Power to Do,’ will debut on May 4 during the Kentucky Derby.

Leading ‘Freedom of Choice’

When launching his first campaign at Ford, Materazzo says he first considered the diversity and complexity of today’s automotive market. He saw this as an opportunity for the brand to step out and do something special.

“We saw an opportunity to break that confusion and remind people what Ford is about and what it stands for, especially as it relates to American values, and that’s about freedom,” he says. “It was a natural step for ‘Freedom of Choice’ which reflects our breadth of products.”

The campaign was created in collaboration with ad agency Wieden+Kennedy, which, according to Materazzo, has a deep understanding of the Ford brand, history, products and consumers.

Materazzo’s three-point scheme

When it comes to charting the course ahead, Materazzo has three key priorities. The most immediate is the increase in sales. “That is a big goal this year, due to the new products we launched, as well as this campaign to welcome new customers to the breadth of Ford products,” he says.

He is also eager to strengthen the digital channel, namely Ford.com, because it has played a very important role in the consumer experience since the pandemic.

The third part of his plan is to improve the Ford brand beyond its car offering, to its driving experience, such as the Bronco Off-Roadeo sports arena, collaborations such as the launch of its clothing with actress Sydney Sweeney and remote experiences such as pick-up and provide telephone services.

Materazzo’s multifaceted approach to leadership emphasizes the evolving nature of the CMO role beyond traditional media and advertising.

“Media, marketing and advertising are the core of the role, but when we think about how we can influence customers, it’s about working across all touch points – paid, earned and owned – and doing so in an environment that is changing rapidly. which has become with it before,” he says. “That is a constant challenge, but also a constant opportunity that is rooted in a deep understanding of the customer, the competitive environment and having subject matter expertise in the marketing profession.”

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