At a time when automakers have cut back on ad spending, Ford Motor Co. will rev its marketing engines for a unique commercial alliance with Walt Disney’s video properties.
Ad money from large auto companies has been harder to come by in recent weeks. Amid the coronavirus pandemic, automakers are among the marketers paring back their spending. The number of 30-second TV ads from car companies was off by as much as 56% during the weeks of May 4 and May 11, according to Kantar, a tracker of ad spending. During the week of June 15, the number of 30-second ads from car companies was down 31% from the year-earlier period, according to Kantar.
Using a “roadblock,” or running TV ads across different networks simultaneously, is a time-worn advertising strategy. In decades past, advertisers would work with a handful of different TV outlets to synchronize the appearance of a single commercial in hopes that its pitch would be one of the few things TV viewers might see at a given time.
Ford isn’t running the same video on each Disney outlet. Instead, it teamed with Disney CreativeWorks, an internal marketing unit, to tailor different vignettes for each TV appearance. On ABC, for example, the Bronco will be featured in a three-minute film starring country music singer Kip Moore during “CMA Best of Fest.” On ESPN, a vignette featuring a different Bronco model and professional climber Brooke Raboutou will air during “SportsCenter.
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