Bloomberg Anywhere Remote Login Bloomberg Terminal Demo Request


Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.


Financial Products

Enterprise Products


Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000


Industry Products

Media Services

Follow Us

Bloomberg Customers

Ford To Change Ad Track...Again

Posted by: David Kiley on April 24, 2006


Automotive News reports today that Ford is about to ditch its uninspiring “Built For The Road Ahead” slogan in favor of “Bold Moves.” The online version of the weekly trade journal also say Ford will feature American Idol star Kelly Clarkson (pictured above.)

This is the work of new Ford honcho Mark Fields who told me recently that he sees the need to stop changing advertising strategies and slogan every time a new marketing chief takes over or when management thinks monthly sales are dipping because people dont like the slogan.

I’ll resist judging a slogan in a vacuum without seeing the creative work to go with it. But “Bold Moves” sounds like it could be a slogan for either Bold laundry detergent or Milk of Magnesia.

Ford’s creative product needs juicing up, according to the admissions of both Fields and sales/marketing chief Francisco Codina. Ads are by J. Walter Thompson, Detroit, which was lately responsible for the “Life in D” campaign for the Ford Fusion. You know…”D” as in “Drive.” “Life in D.” Clever stuff.

Reader Comments


May 10, 2006 10:37 PM

based on the new ford work i've seen so far, they should remove the "B" from the tagline.

Post a comment



News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

BW Mall - Sponsored Links

Buy a link now!