Ford Bronco Sport “raised by goats” ad.
Ford
Ford launches its new Bronco Sport vehicle with an advertising campaign to show off its goats – and not just the hairy kind.
The “Built Wild” ads begin this weekend during the NFL playoffs and begin with the 60-second “Raised by Goats” venue, which tells the mythical origin story of the vehicle and features live goats and horses. The venue will be hosted Saturday during the Rams-Seahawks game.
The goats get double meaning in the spot, and also refer to the cars’ “Goes Over Any Type of Terrain” modes. ‘GOAT’ was also the original code name for the Bronco, which revived the company after last manufacturing in 1965 to 1996. The vehicle is Ford’s first direct competitor to Jeep since the original Bronco.
Although Ford does not offer an ad during this Super Bowl, executives have said they want the place to feel “Super Bowl-worthy” and have the creative message viewers want to look at again. The company worked with Wieden + Kennedy New York.
Another site with the terrain modes appears Monday on “Good Morning America,” while a third premieres in February. Ford executives said the campaign would also focus on streaming video.
Ford marketers wanted to create a campaign to help the Bronco Sport step out of the shadow of the upcoming Bronco, a more truck-like SUV designed for off-road driving, on sale this summer. They also wanted to show the features of the vehicle that make it like a ‘mobile base camp’, ‘said Stuart Jennings, creative director of Wieden + Kennedy in New York.
The last of the spots focuses more on the features of the car, with a removable work table, floodlights and, depending on the model, built-in power plugs.
“Our customer is someone who leads a somewhat multifaceted life,” said Ford’s U.S. Ford SUV marketing manager, Dave Rivers. “They go to work in the morning and work all day, but at five o’clock they either hit the slopes or they walk on the roads – they enjoy the outdoors.” He said consumers of Jeep’s Cherokees or Compasses or Subaru vehicles are coming to the brand.
First place, shot on Mt. Baker in Washington state was involved in the throwing and an interview with goats to find people with the right personality and temperament to fit the place, the company said.
“Goats are very intelligent, but they are stubborn. Sometimes they just do not want to listen. If they want to eat grass, they will eat grass,” Jennings said in a statement. “We just had to wait sometimes and cheer them up to do their thing.”
The shooting was also affected by the weather, as they did not expect snow during production last year. The pandemic added another layer to the difficult production.
“It was a very interesting recording, to say the least,” Jennings said in a call to the media on Thursday.
The Wall Street Journal reported on Friday that the National Football League could sell CBS, NBC and Fox two additional commercials during the playoffs to the Super Bowl. And with the pandemic affecting the NFL’s scheduling, advertisers who are not yet committed to it can get last – minute discounts on Super Bowl slots, CNBC reported last month.