David Rodríguez of Ford: With By Design we are signaling to the Hispanic market that our brand is changing

Ford launched this month three Fusion and Focus commercials for the Hispanic market within their global {By Design;www.produ.com/television/videos/index.html?noti=10080} campaign. Watching these spots, gives the sensation that something different is happening. With white backgrounds, energy, quick movements and shorter frames, the automotive brand is up to something. David Rodríguez, Fords’ Multicultural Marketing Manager, talked to PRODU about this new creative advertising construct. Focus and Fusion represent the two top Hispanic segments. “We want to make sure that we showcase the product that the market is most interested in” Rodríguez said. He explained that what they are trying to achieve with this campaign is to grow and improve the perceptions of Ford brand in the Hispanic market. “So really the goal is to show the consumer the exciting Ford products in a new light”. The agencies involved in By Design are Team Detroit, African American shop UniWorld Group and Hispanic agency Zubi. “But the particular effort for Hispanic market was uniquely created by Zubi” Rodríguez pointed out.Regarding the use of 15 seconds back to back spots in this new campaign, Rodríguez said that they basically wanted to showcase the product in a different format. “We wanted to do something a little more unconventional. And the idea of the 15 seconds moments is very quick, very direct, and able to showcase the focus for the cars” he explained. “Is getting the consumer to understand the brand with a different light, so it’s much about a media strategy, and a creative strategy which was just trying to market differently, or just signal a new behavior for the Ford brand”.