Ford Launches ’Ready Set Ford’ Campaign Amid Market Skepticism

Ford (NYSE:F) unveiled its first major marketing campaign in a decade, dubbed 'Ready Set Ford,' aiming to address what it perceives as an existential threat in the evolving automotive landscape. Chief Marketing Officer Lisa Materazzo emphasized the high stakes, stating, '...there’s a belief not all brands are going to survive this transformation.' The campaign targets the emotional lifestyles of Ford's global customer base, with a multi-platform advertising blitz spanning digital, print, social, and broadcast media.

Despite the ambitious rollout, investors reacted tepidly, sending Ford shares marginally lower during Wednesday afternoon trading. The campaign's debut ad will air during Thursday Night Football, marking the start of a aggressive push to solidify Ford's position in a competitive market.