Around the Net

Ford Goes After Toyota, Honda In New Campaign

A second round of ads for the Ford Fusion continues to pit the sedan against the Toyota Camry and Honda Accord. "The Ford Challenge" will feature a brand spot, as well as product ads, for the F-150 series pickup truck and the Ford Expedition EL full-sized SUV. It also includes a head-to-head driving event held in Los Angeles, in which car fanciers take a driving test with the Fusion and the two Japanese models.

The Fusion fares well, just as it did before, garnering raves for style, performance and handling. "The Fusion Challenge worked very well," says Cisco Codina, vice president of North American marketing at Ford. "And it is driving opinion of the brand." The campaign is set to run through April and will have print and digital elements, although the biggest focus is broadcast.

Read the whole story at Brandweek »

Next story loading loading..