Ford has officially launched its new “Built Ford Proud” campaign, and its bid to reclaim some of Ford’s lost mojo amid uncertainty over the automaker’s restructuring plans is earning positive reviews from academia and industry veterans.
The campaign is the brainchild of Portland, Ore.-based Wieden + Kennedy, which also hatched Nike’s controversial “Dream Crazy” ads featuring former NFL star Colin Kaepernick and Chrysler‘s “Imported From Detroit” post-bankruptcy campaign starring rapper Eminem. The agency has also done work for Honda and Dodge.
The tagline “Built Ford Proud” echoes the well-known “Built Ford Tough” campaign that Ford has employed for more than 40 years and will run alongside it, Ford spokesman Said Deep said. But experts applauded the company for broadening its wings beyond the latter truck-focused campaign.
“Ford’s using this to change the nature of the campaign as it progresses from ‘Built Ford Tough’ to ‘Built