Still from Ford’s “Finish Strong” spot.
In a new ad campaign starring actor Bryan Cranston, Ford Motor urges Americans to adhere to Covid-19 protocols to save lives in the next phase of the pandemic.
The campaign, part of an initiative the company named #FinishStrong, features a new commercial by filmmaker Peter Berg voiced by the star “Breaking Bad” and “Your Honor”. The spots will be released on ABC and ESPN during college football bowl games and on Fox during the NFL games in early January.
Ford leaders said on a call Wednesday that the company wanted to step up Covid protocols during the final stage of the pandemic to prevent tens of thousands more deaths from vaccine adoption.
“We are entering a really critical phase,” said Mark Truby, Ford chief communications officer. “Vaccines are just around the corner, but we know from health professionals and so on that by the time vaccines and so on, up to 50,000 more Americans Lives could be saved, and what kinds of numbers will really make a difference. ”
The ad with scenes of frontline workers and those affected by Covid should set a uniform tone.
“We know Americans don’t necessarily want to be preached, and they don’t want to hear fear tactics,” Truby said. “The idea behind it was how we can develop a positive message that appeals to the sense of humanity, patriotism and the feeling of doing what’s right for each other.”
The company worked on site with the advertising agency Wieden + Kennedy and the Civic Entertainment Group. Ford is dedicating a number of slots during the games in early January that were originally intended to be used to advertise its F-150 truck.
Ford has worked with the UAW to manufacture tens of millions of personal protective equipment in the pandemic, including 20 million face shields, 50,000 ventilators, 32,000 respirators and 1.4 million robes.