• Forbes, Tuesday, May 8, 2012 10 AM

Ford has scrapped its “Drive One” advertising theme in favor of an external rollout of a new corporate mantra, "Go Further," that it launched internally, and with dealers, in January. The kicker is that Ford’s first “Go Further” advertisement on U.S. television doesn’t identify the Ford brand or blue oval.

The commercial asks how a brand can stand out in today’s auto market and shows Ford products as answers, with a focus on tech innovations like the Fusion Energi plug-in hybrid, fuel-efficient EcoBoost engines, the Sync infotainment system, Ford’s self-parking technology and foot-movement sensing automatic liftgate.

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