COLOGNE, Germany - Ford is today launching a special advertising campaign in the German market to coincide with the arrival of the new all-electric Ford Mustang Mach-E.
The "Watch Me" campaign, with a reach of 11 million, will launch in prime time on all major broadcasters and will also feature in digital, and outdoor adverts. A TikTok campaign is also part of the 360-degree advertising concept, a first for Ford in Europe.
With the commercial, the campaign focuses on the special character of the vehicle and the target group. With different length versions between six and 60 seconds, it describes the sensation a female driver causes with her Mustang Mach-E as she drives through the city.
"The Ford Mustang is already no ordinary sports car, and the Mustang Mach-E is no ordinary electric vehicle. So, we wanted an equally extraordinary advertising campaign that would reflect the character of the vehicle from the very first seconds of the commercial and captivate the viewer," said Olaf Hansen, Director Marketing, Ford of Germany.
The campaign was developed by BBDO Germany. The spot was produced by Iconoclast Germany under the direction of "We are from LA", who have already created music videos for Pharrell Williams and Dua Lipa. Tom Craig, a well-known fashion photographer, is responsible for the visuals.
Launched first in Netherlands and Norway, Europe’s two largest EV markets, "Watch Me" will continue to launch across core European markets, including the UK, Italy, France and Spain throughout May. In the UK the campaign will start on May 14.