Watch Our New Brand Anthem! CMO Lisa Materazzo Introduces Ready Set Ford.

Chief Marketing Officer Lisa Materazzo introduces Ford’s global advertising platform, called, “Ready Set Ford.” Watch it here for an exclusive first look. 

• To learn more about the strategy behind the brand, watch our Global Brand Fireside Chat. 

Ready Set Ford will air in the U.S. first during this week’s Thursday Night Football broadcast on Prime Video at 8:15 p.m. EDT.  

Materazzo sent the following email to all Ford employees on Tuesday. 

Hello Team,

‌As we continue to navigate the transformation of our industry and our business, our brand strategy is more crucial than ever. Over the past year, groups across the organization have worked together to develop and pressure-test our new brand strategy, leaning into our strengths and expanding our commitment to customer-centricity to deliver the ambition of Ford+. 

‌Two weeks ago, we held a Fireside Chat where we shared tangible examples of how the Brand Strategy is already impacting decision-making across Ford, from the structure of the Design Studio, to prioritizing our charitable initiatives, to focusing our cycle planning.

‌While internal adoption of the brand strategy continues, today I am very excited to share the first customer-facing expression of the strategy: a new global advertising platform called Ready Set Ford. 

‌This platform was developed to deliver three big shifts guided by the brand strategy:

1. Embracing our core equities of capability, passion, community and trust to drive greater differentiation in the market
2. Shifting the focus from what we do to what we enable our customers to do via our products and services across our three priority lifestyles: Build, Thrill, and Adventure
3. Leading with the products and services our customers love - the most capable and passionate expressions of the brand that can rebuild aspiration and excitement
    

‌Ready Set Ford represents a new era for our company - one that is customer-first, passion-driven, and capability-forward. It is designed to cut through the clutter and inspire both current and future customers to live their best days with Ford.

We will air Ready Set Ford here in the U.S. first during this week’s Thursday Night Football broadcast when the Washington Commanders take on the Green Bay Packers at 8:15 p.m. EDT. 

‌This launch, which will continue to roll out to the rest of our global marketing by the first quarter of next year, will usher in a new era of global consistency and impact for Ford, and we wanted to share this news with all of you first. 

‌You are the heart of this company, and your dedication to our customers is what truly delivers the promise of this campaign. Follow our official Ford channels and social platforms for a first look starting tomorrow and we encourage you to share our new campaign with your family and friends. 

‌Best, 

Lisa

Check out some images that bring Ready Set Ford to life: