• by Karl Greenberg , April 8, 2008

Ford is putting its employees in ads as part of a new global ad campaign called "Drive One."

The company is using the new campaign to tout advances in quality, environmental initiatives and technology. The effort stars employees talking about the work they do, how it demonstrates where Ford technology is going, and how it results in better vehicle quality and performance among other things.

The effort, via the Detroit offices of JWT and Wunderman--part of Ford's agency group Team Detroit--includes TV spots, print and interactive elements. The campaign has a documentary feel, with employees speaking about their work in such disparate areas as assembly-line ergonomics, Ford's forthcoming Ecoboost technology, and Ford Works Solutions.

Ecoboost, a fuel-saving technology, bows next year, while the Ford Works technology will show up later in 2009 model-year trucks. Ford product spokesperson Jim Cain says that the campaign has legs because each of the programs highlighted are churning out new developments, part of CEO Alan Mulally's Way Forward program to focus energy on Ford core brands.

Ford Works, intended to turn F-series pickups into mobile offices, comprises in-dash computers with high-speed mobile broadband and wireless accessories (like mouse and printer); a tool tracking system wherein consumers can put radio tags on their tools, create a custom tool list on the in-board computer, and monitor whether the tools are in the truck at the start of the day or made it back at the end. Each of the ads has a theme line like "Drive Smart," "Drive Green," "Drive Quality" and "Drive Safe."

The "Green" ads will tout hybrid versions of the Fusion and Milan cars rolling out later this year. "That's why this campaign has longevity," says Cain. "It focuses on products and areas in which we are focusing and accelerating our plans."

The company says one 60-second spot and five 30-second ads rolling out this week on shows like "American Idol," "Oprah's Big Give" and "Extreme Makeover: Home Edition" will run through the summer. The effort includes a Web site, forddriveone.com, which hosts the ads, and other videos and content. The company says the site is intended to target both consumers and employees, dealers and retirees with the idea of getting them to talk up the company as brand ambassadors.

This is not the first Ford campaign in recent months to promote the company's "Way Forward" plan to slim down the company and refocus on Ford's core brands. "Bold Moves," which launched last May, also featured employees as well as customers in documentary style spots.

Cain says the current effort is much more product-focused. "[Bold Moves] was designed to tell the story of Ford's comeback. It was meant to strike an emotional chord with consumers. What we are doing with 'Drive One' is asking people to consider Ford products and offer them proof of why they should."

He says the ads will also tout the results of a study by Bloomfield, Mich.-based RDA Group that says Ford's initial quality now matches Honda's and Toyota's, and improved 8% versus last year.