DUBAI, UAE, May 23, 2013 – Ford Middle East today launched a regional integrated advertising and communications campaign highlighting Ford’s various smart technologies and the brand’s leadership within the industry. The campaign uses a fun and engaging young Arab character, Youssef, and his friends to highlight the latest Ford models and demonstrate unique Ford technologies such as Blind Spot Information System (BLIS®) with Cross Traffic Alert, EcoBoost™, Lane Departure Warning, Lane Keeping System, and Foot-Activated Liftgate.
In the new campaign, Youssef stands out from his friends by his quirkiness. Always trying to help his friends out, unfortunately Youssef never gets it quite right and, even though his friends like him and appreciate his enthusiasm, they are often slightly frustrated with him. In the series of five commercials, Youssef and his friends are introduced in various situations where Youssef attempts to assist the driver in his own unique way, but unfortunately he doesn’t quite succeed and gradually frustrates his friends even more. In these situations where “Youssef’s way” is shown, viewers will see the corresponding Ford technology as the better solution, or the “Ford way.” Viewers are challenged by “How far can Ford technology take you?”, as they clearly see “the Ford way vs. Youssef way.”
“We’re very excited to launch this unique advertising and marketing campaign across the GCC,” said Paul Anderson, Marketing director at Ford Middle East. “The Youssef commercials are humorous while clearly highlighting the Ford technology in a fresh way. We are confident that this campaign will engage the younger audiences and will help us create buzz around the breadth of high-tech products Ford currently offers in its lineup, as well as the industry leading innovations that the Ford brand is making available to the masses.”
Additionally, this campaign marks the first time Ford has integrated vehicle/technology and parts and service messaging in one single, comprehensive brand campaign. One of the five commercials highlights the state-of-the-art Ford service facilities and the professional after-sales support that Ford dealerships provide around the region, through factory-trained technicians and genuine Ford and Motorcraft parts.
Fans can follow the progress of the Youssef campaign across multiple platforms including, TV and online during this first phase of the campaign. Ford will launch a second phase with extensive digital, mobile and social outreach later this summer.
Followers can visit the Ford website (www.me.ford.com) to learn more about Ford technologies, and visit Ford Middle East’s Facebook, Twitter, YouTube and Instagram channels for campaign highlights and additional updates.
The new Ford brand campaign has been developed by Team Detroit in the United States and Y&R Dubai.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 175,000 employees and 65 plants worldwide, the company’s automotive brands include Ford and Lincoln. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com
Ford’s history in the Middle East goes back more than 60 years. The company’s local importer-dealers operate more than 155 facilities in the region and directly employ more than 7,000 people, the majority of whom are Arab Nationals. For more information on Ford Middle East, please visit www.me.ford.com
Ford Middle East is also a responsible corporate citizen with currently three CSR initiatives running in the region including the Ford Motor Company Conservation & Environmental Grants, Ford Warriors in Pink® breast cancer awareness campaign and Ford Driving Skills for Life safe driving awareness programme for young drivers and teens.
The Ford Grants is a grass-root level initiative that has offered US$1.3million in grants to more than 150 Middle Eastern environmental projects since 2000. Ford Warriors in Pink® is a breast cancer community-based awareness initiative recognising the strength and courage it takes to deal with the everyday challenges of battling breast cancer throughout the year. Ford Driving Skills for Life is a free programme designed to impart safe driving practices to students to help improve their road safety record.
Samer Marzouq
Digital Media Superhero, Online Marketing Pro, Mad-Men Fellow, Tech Junkie, Advertising Whiz, Chief-Blogging-Officer, Bilingual Copywriter, Amateur Photographer
