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Ford Shakes It Up for Truck Launch
October 07, 2003
As part of an integrated campaign to launch the new F-150 truck, Ford used the Web not only to provide further information but also to attract immediate attention.
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Creative Notes
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Campaign Details
Client: Ford Motor Company
Creative Agency: J. Walter Thompson
Publisher(s): MSN
Campaign Insight
Editor's Note
Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.
The Panel

The recent launch for Ford's F-150 truck gives new hope to any marketer looking to launch a brand with a bang. Ford's challenge right now is to get a second chance at making a good first impression and so, true to its tagline, "If you haven't looked at a Ford lately, look again," Ford launched this effort by truly dominating major media outlets across a variety of touch points on TV, print and the Web. In this particular execution on MSN, Ford literally and figuratively shakes up the page with a short burst of power to signal and herald the arrival of the F-150. It's long enough to get the attention of the user, but short enough to avoid any user discomfort. In addition, the added functionality of the rollover photo gallery rewards the user with more information without ever having to leave the page. Most importantly, it's bang on strategy. This isn't about manipulating the page for the sake of it, but rather about embedding the brand's essence into the page itself in a credible and engaging manner.

Footnote: Submissions are judged by a panel of industry experts from and based on the following criteria: how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity. If you would like your creative considered for Creative Showcase, send an email to creative@imediaconnection.com.