Ford Motor Company Airs First-Ever Global Advertising Campaign
2 November 1999
Ford Motor Company Airs First-Ever Global Advertising Campaign DEARBORN, Nov. 1 -- Ford Motor Company will make
history tonight with a television commercial to be shown in virtually every
country around the world. The global commercial, to be carried on every major
global and pan-regional network, showcases Ford Motor Company's seven product
brands -- Ford, Lincoln, Mercury, Mazda, Jaguar, Aston Martin and Volvo. It
is the first time all seven Ford Motor Company brands have been shown together
on a broadcast commercial, and the first time any corporation has run a
simultaneous advertising campaign around the world.
The two-minute ad highlights the cultural diversity of Ford Motor Company
customers around the world. In the United States, the ad will be carried at
9 p.m. EST on 38 different television networks.
"Ford Motor Company products have been playing a key role in consumers'
lives for nearly 100 years, and we intend to continue filling those needs in
the new millennium," says Robert Rewey, Ford Motor Company group vice
president of Marketing, Sales and Service. "We believe we have the strongest
portfolio of brands in the industry. Our products connect with our consumers
around the world in very emotional ways, and this commercial portrays that
connection in a very elegant manner."
To keep the emphasis on the human experience, the ad uses no narrative
copy. Instead, it is supported by 13-year-old Welsh soprano Charlotte Church
singing "Just Wave Hello" -- the first track on her upcoming CD. Ford
commissioned Australian songwriter Danny Beckerman to write the song. The
words of the song are matched to images of how people of different cultures
gesture hello and goodbye.
"We call this campaign our 'Global Anthem,'" says Jim Schroer, Ford Motor
Company vice president of Global Marketing. "As the word 'anthem' implies,
the campaign is an homage to our customers -- the people around the world who
have made Ford Motor Company what it is today. It is Ford Motor Company's
goal to become the world's leading consumer company. That means listening to
our customers and celebrating their diversity and the richness that brings to
our product lineup."
What better way to launch a customer anthem than with the voice of
internationally acclaimed Charlotte Church. The teen's debut album "Voice of
an Angel" featured the hymn that has become her signature, "Pie Jesu." Her
second album is scheduled for sale in mid-November, just two weeks after "Just
Wave Hello" plays to television audiences around the world.
The historic commercial hits the global airwaves two months shy of what is
widely regarded as the beginning of the new millennium. The timing is not
coincidental. It makes an unmistakable statement about Ford Motor Company's
intent to be the leading consumer company providing automotive products and
services in the new century to come.
"Ford Motor Company is building on the spirit and ingenuity of its
founder," Schroer says. "We are a strong company, poised to do new things and
enjoy new successes in a new world market. This is just one way we have
chosen to communicate this message."
The global commercial will air in a 120-second format on Nov. 1. It is a
highly emotional campaign, featuring the voice of Charlotte Church, the 13-
year-old soprano from Wales, singing "Just Wave Hello" - the first track of
her new CD. Consumers with access to the Internet also can view and hear the
global ad by logging onto Broadcast.com.
After its initial airing on Nov. 1, Ford Motor Company will continue to
place a 60-second version of the spot on global networks for another two-to-
four weeks.
