Ford Bronco Sport ad “Raised by goats”.
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Ford presents its new Bronco Sport vehicle with an advertising campaign to show its goats – and not just those with fur.
The “Built Wild” ads will begin airing this weekend during the NFL playoffs and will begin with the 60-second “Raised by Goats” spot, which tells the story of the vehicle’s mythical origins and features goats and live horses. The spot will premiere on Saturday during the Rams-Seahawks game.
Goats get a double meaning in the field, also referring to the “Pass over any type of terrain” modes of cars. “GOAT” was also the original code name for the Bronco, which the company revived after the last production from 1965 to 1996. The vehicle is Ford’s first direct rival to the original Bronco Jeep.
Although Ford does not advertise during this year’s Super Bowl, the directors said they want the place to feel “worthy of the Super Bowl” and have the kind of creative message that viewers would like to see again. The company worked with Wieden + Kennedy New York on the spot.
Another spot with the field modes will be released on Monday on “Good Morning America”, while a third will premiere in February. Ford executives said the campaign will also focus on video streaming.
Ford dealers wanted to create a campaign to help Bronco Sport emerge from the shadows of the future Bronco, a more truck-driven off-road SUV that is scheduled to go on sale this summer. They also wanted to show the characteristics of the vehicle that make it a “mobile base camp,” said Stuart Jennings, creative director of Wieden + Kennedy New York.
The last spot focuses more on the features of the car, which has a sliding work table, headlights and, depending on the model, built-in power outlets.
“Our customer is someone who lives a less versatile life,” said Dave Rivers, Ford’s SUV SUV marketing manager. “They go to work in the morning and work all day, but at 5 o’clock they hit the slopes, they hit the tracks – they enjoy the outdoors.” He said consumers come to the brand from Jeep’s Cherokees or Compasses, or Subaru vehicles.
First place, filmed on Mt. Baker, from Washington, involved casting and “interviewing” the goats to find those with the right personality and temperament to fit the place, the company said.
“Goats are extremely smart, but they are stubborn. Sometimes they just don’t want to listen. If they want to eat grass, they will eat grass,” Jennings said in a statement. “Sometimes we just had to wait and cheer them up to perform.”
Filming was also affected by the weather, as they had not anticipated the snow during production last year. The pandemic added another layer to the difficult production.
“It was a very interesting film, to say the least,” Jennings said in a press release Thursday.
The National Football League will allow CBS, NBC and Fox to sell two more minutes of commercials during the playoff games leading up to the Super Bowl, the Wall Street Journal reported on Friday. And with the pandemic affecting NFL programming, advertisers who are not yet hired could see last-minute discounts for Super Bowl slots, CNBC reported last month.