DEARBORN - If there is a vehicle that embodies the Go Further spirit, it’s the all-new 2013 Ford Escape.
So it seems only natural that the new Escape ad launching this week is in many ways a continuation of the primary brand campaign ads that began airing in May.
The new 30-second Escape television ad has the same look and feel as the Go Further ads, and the messaging is clear. The new Escape has reinvented the SUV:
When we set out to totally redesign the Ford Escape, we had to go further and reinvent the SUV with an innovative foot-activated rear liftgate. . . technology that can recognize your voice. . . and the best highway fuel efficiency in its class – up to 33 mpg. Because we wanted to reinvent the SUV. . . we had to invent this: the all-new Escape from Ford.
“Go Further is what comes to mind when you experience this vehicle,” said Mike Gallagher, SUV Communications manager. “The features, technology and styling all come together and take the small SUV to the next level.”
The new ad begins airing tonight during popular programs such as NCIS: LA on the USA Network, The Tonight Show with Jay Leno on NBC as well as 2 Broke Girls and The Late Show with David Letterman on CBS. To watch the ad now, click here.
Print ads will start appearing later this month in a broad spectrum of magazines. And a strong digital component will drive online traffic to www.ford.com.
Gallagher says the intent of the ad is simple.
“We want people to be aware that this vehicle essentially reinvents the SUV,” he said. “From the design to the technology to the fuel economy, the new Escape is the full package.”
‘Size it up’ tool on Ford.com Enables Easy Comparison Shopping
The Escape ads will direct consumers to www.ford.com where in addition to shopping for vehicles, reviewing product details and building-and-pricing products, they will be able to ‘comparison shop’ the new Escape against competing vehicles using a new feature called “Size it up.”
“’Size it up’ gives you the facts but it does it in an interesting and engaging way,” explains Gallagher.
Visitors to the site can scroll across the top of the screen to pick the competitor of choice, such as the 2012 Honda CR-V, 2012 Toyota RAV4 , or 2012 Chevy Equinox. Once they choose a vehicle the site will display the way in which the Escape beats that vehicle on the left, and a fun fact will appear on the right.
For example, if you compare the 2013 Escape with the 2013 Chevrolet Equinox, the site tells you that the Escape beats Equinox by saving up to $2,343 in gas over five years with its available 2.0-liter EcoBoost® I-4 engine.
Also important to note, says Gallagher, is that the tool on the site enables customers to compare the all-new Escape to the previous model year Escape.
Gallagher says the one thing that seems surprising to most people is that even though new Escape sports a sleeker, more streamlined design it actually has a larger cargo area than the previous model.
“It’s a credit to the design cues and the way the vehicle is styled,” he said. “But it’s completely functional and it has more space than it did before.”