With an unlikely mixture of brutal honesty and advertising guile, Ford is telling the story of its turnaround efforts with a weekly online-only series of fifty 3-5-minute short films titled "Bold Moves. The Future of Ford," reports AdAge. In the first episode, Mark Fields, Ford president of the Americas, says the company should "rip out the BS and political posturing." The series is produced by WPP Group's JWT, Detroit and New York, and directed by Radical Media, New York.
The Ford films will be promoted online only through paid search advertising on Google; other websites, including CNN; and a link on fordvehicles.com. Visitors to www.fordboldmoves.com can view the films, register for updates and offer opinions; explicit comments will be filtered out.
Target audiences for the effort likely include Ford employees and dealers.