Ever since Ford’s “Finish Strong” spot.
I’m seeing
In a new advertising campaign using actor Bryan Cranston, Ford Motor urges Americans to adhere to the Covid-19 protocols to save lives in the next period of the pandemic.
The campaign, part of an initiative the company called #FinishStrong, includes a new commercial by director Peter Berg and voiced by “Breaking Bad” and “Your Honor.” The spots will be released during college football games on ABC and ESPN and NFL games on Fox in early January.
Ford leaders said Wednesday in a call that the company wanted to amplify Covid protocols in the last stage of the pandemic, in an effort to prevent tens of thousands more deaths as vaccines are launched.
“We’re entering a really critical time,” said Mark Truby, Ford’s chief communications officer. “Vaccines are around the corner, but we know from health experts and so on that another 50,000 American lives could be saved between now and when we massively adopt vaccines and so on and the types of numbers that will be saved. they really make a difference. ”
The announcement, which presents scenes of front-line workers and those affected by Covid, aims to give a unifying tone.
“We know Americans don’t necessarily want to be preached and they don’t want to hear scary tactics,” Truby said. “The idea behind this was how can we come up with a positive message that attracts people’s sense of humanity, their sense of patriotism, their sense of doing the right thing for each other?”
The company worked on the spot with the advertising agency Wieden + Kennedy and Civic Entertainment Group. Ford is dedicating a series of slots during the early January games that it would initially use to promote its F-150 truck.
Ford has partnered with UAW to produce what it says are tens of millions of pandemic pieces of personal protective equipment, including 20 million face shields, 50,000 fans, 32,000 respirators and 1.4 million Dressing.