Ford Brings Back Real People To Tout Its Products

by Jeff Gilbert
WWJ AutoBeat Reporter

Ford is bringing back it's very successful "Swap my Ride" TV campaign for a third time.

"Consistency and continuity are what matters. So, we said, 'let's go back to what's worked before and put a new spin on it," said Matt Van Dyke, Ford's marketing communications manager.

The campaign features drivers who have been given a Ford vehicle to use for a week. Their comments are interspersed with video shots of them using the vehicle. The only "new spin" is the way the people relate their experiences. The idea remains the same, real people discussing real life experience.

"Real people convey authenticity in a way that is surprising and incredible," Van Dyke told WWJ AutoBeat Reporter Jeff Gilbert.

Ford first launched this campaign in 2007 and brought it back last year. The rating firm Nielsen says it's 48 per cent more memorable than the average TV car commercial. It also drives more people to visit dealerships.

Lois Miller, who's president of Nielsen's automotive division says campaigns that use real drivers are more memorable. She says you also need to keep repeating these campaigns, because it takes a while for viewers to notice and react.

Miller says often car company executives and dealers don't realize that.

"They pull their commercials off too fast. They are tired of them, and they assume their consumers are, and that's just not the case."

The ads will once again feature Mike Rowe, host of the cable show "Dirty Jobs." He's become the top public spokesman for the Ford brand.

"You know what's so special about him," said Miller. "He's human. He's real. He's very genuine."

Miller says research shows Rowe is number four on the list of Americas most trusted celebrities. The three ahead of him, in order, are James Earl Jones, Tom Hanks and Michael J. Fox.

Ford shot the latest campaign in Los Angeles, a market that is heavily dominated by imports. In some cases, Van Dyke says they approached import owners and asked them if they wanted to borrow a Ford vehicle for a week.

"We really do want to go after import consumers and change mind set," he said. "So it's a target rich environment."

Follow Jeff Gilbert on Twitter @jefferygilbert