Ford, the American multinational automaker is set to launch the brand’s first all-electric SUV, “Mustang Mach-E.” The film for the multichannel campaign, “Watch me,” conceptualized and created by BBDO Germany is set to the 1971 track “Call Me Super Bad” by James Brown.
For 2021, Ford has brought in a big change in terms of its investing and committed 70% of its 2021 passenger vehicle marketing and media spend to the three brands, the Mustang Mach-E, the Puma EcoBoost hybrid and the Kuga range. Those three nameplates are the biggest articulation of Ford’s electrified future confirmed Peter Zillig, Marketing Director of Ford of Europe.
Geared towards electrification, Ford will be introducing 17 electrified vehicles in Europe by the end of 2021. The “Watch me” campaign, which the company introduced across Europe at the end of 2019, is designed to fit with Ford’s “Bring on tomorrow” branding. The BBDO designed campaign is positioned to throw the spotlight on “where the great company is headed.” The special and innovative approach to the market launch reflects the DNA of the legendary Mustang brand.
“Watch me’ released in the UK from 14 May, showcases a young woman driving the all-new Ford Mustang Mach-E while lip-synching to the James Brown track “Call Me Super Bad,” which includes “Watch me,” in its lyrics. As she drives, passersby including joggers, street musicians, shoppers and a dog walker, all seem to react and join in with the track. The 90-second spot, along with edits ranging from 6 to 60 seconds, has been released across multichannel platforms including TV and video-on-demand channels, along with digital, social media, print, OOH and radio ads.
The campaign was created by Till Diestel, Chief Creative Officer at BBDO Germany, and his team and directed through Iconoclast U.K.-We Are From LA. For the first time, Ford enlisted the skills of a professional fashion photographer for its ad campaign. The print and OOH imagery for the “Watch me’ campaign is by British fashion photographer Tom Craig.
According to Peter Zillig, 46% of Ford’s passenger car sales in Europe in the first quarter of 2021 have been electrified vehicles. By mid-2026, 100% of the passenger vehicle range in Europe will be all-electric, or plug-in hybrid, zero-emission capable, moving to all-electric by 2030.
Zillig talked about the campaign as a work of positive departure for the electric vehicle sector. Customers have been inundated with similar visuals and campaign mechanics, along with advertising that all looks and feels the same, he added. “This insight, combined with the unique ‘soul’ and ‘swagger’ that the all-electric Mustang Mach-E brings to the category,” inspired Ford to create this spirited campaign.
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