The Ford Story: “Drive One” Shifts Gears to Add Customer Reactions

The growth and success at Ford relies on people – its employees, its customers and people who the company hopes to convert to customers. That’s one reason that the Drive One advertising campaign is expanding to include customers sharing their experiences with the newest Ford products.

One of the ways that these experiences will be shared is through a series of TV spots called “One More Reason.” These videos are of people sharing their thoughts and opinions about the new Ford cars, crossovers and SUVs. The comments are as real as the people who made them. They are not scripted. In fact, these people didn’t know that it was Ford filming them, or that they would be used in commercials. That’s the only way to get genuine opinions, and that’s how these were produced.

The spots will begin airing on October 12, but we have an early preview of some of them for you here. Watch them all and let us know what you think.

This new phase is a continuation of last year’s very successful work under the Drive One advertising campaign. Ford will keep highlighting accomplishments in four key areas that shape the reputation of the company – Quality, Green, Safe and Smart. Ford will continue its ongoing commitment to the community, the environment and innovation.

Do you have a story about Ford that you want to share? You can submit your story and upload a video or photo to make your Ford Story part of the Ford Story. Click here to see other stories and to learn more about submitting yours.

Ford continues to stand apart from competitors. From nontraditional marketing successes such as using social media to generate more than 50,000 hand raisers for the upcoming Ford Fiesta to leveraging global car platforms to bringing new cars such as the Ford C-MAX to North America, Ford is different and making progress.

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37 Comments

Dan Stanley
October 7, 2009 at 4:41 pm

These new commercials are really cool. Nice to have real people sharing their candid comments in a positive light about Ford and our new technology with being scripted or actors. Very refreshing. Reply

Damisa Anderson
October 7, 2009 at 4:41 pm

It's nice to know the people weren't scripted and didn't know it was Ford filming their responses. Genuine responses from real people will help tell our story even better! Reply

Rob Musial
October 7, 2009 at 5:00 pm

Was the gas prices spot filmed recently? Two of the gas prices on her nav screen read $3.51 a gallon, which is about a dollar higher than around Michigan and much of the country. Reply

Sara Tatchio
October 7, 2009 at 7:32 pm

Not sure if someone else from our Ford team answered, but I think the ads were shot last month in California where they have those HUGE gas taxes!

Sara Tatchio
Ford Motor Company Reply

todd
October 7, 2009 at 5:12 pm

GO FORD!!!! Reply

Elizabeth Dwyer
October 7, 2009 at 5:34 pm

Cool ads. It's great seeing real people telling their true feelings about our cars.
In response to someone else's comment, the background in the commercials (types of trees, sunshine) it looks like these commercials were filmed in California. They have much higher gas prices than in Michigan. Reply

Scott
October 7, 2009 at 6:00 pm

Love the spots. Running 2 or 3 in a row would be very effective. Concerned though that the customer may think a certain technology only applies to the vehicle shown, like the capless fuel is tied to the Escape but can be had on most of our vehicles. Reply

Blayne Bowcutt
October 7, 2009 at 6:20 pm

Real Stories, Real People, Real Solutions!!!!! Go Ford!!!!! A Product led recovery that customers have collaborated on!!!! Reply

Carl
October 7, 2009 at 6:44 pm

I hope it is made clear to the average TV viewer that these Ford owners were not actors and leaves no doubts. If I were an average viewer, I would wonder how it occurred that they were not actors or scripted since there was obviously some form of camera or camera person in the next seat. If we can really get that accross in the spots, then we truly have some slam dunk commercials. Reply

Dan S
October 7, 2009 at 9:02 pm

Very cool... genuine opinions from customers themselves... if Ford continues to innovate, the customers will become advocates and doing the advertising for them... Reply

Tammy
October 8, 2009 at 7:17 am

LOVE these! Real people with real comments! Reply

Francisco Alvarez
October 8, 2009 at 8:07 am

It's nice to see real customers liking what we do. I think the ads will be very effective because they touch on things that are important for most every day customers and not necessarily technicalities that people can appreciate but do not necessarily care much about. Reply

Gary
October 8, 2009 at 8:12 am

I could watch these all day. I really tire of the same style automotive ads and commercials. These are fresh and pay attention to stories. Notice no models are mentioned just Ford, one company taking care of business. Reply

Dana
October 8, 2009 at 8:19 am

Refreshing to see real consumers feeling so connected to FORD products. Become "ONE" with FORD ; ) Reply

Wayne Sikula
October 8, 2009 at 8:34 am

A great idea! These videos will relate to individuals...much better than a general slick advertisement, which every other auto manufacturer runs. Reply

Wendy Hakken
October 8, 2009 at 8:55 am

These are really slick commercials. They go out and grab the customer. Reply

Herbert
October 8, 2009 at 9:22 am

Real people, true story, great products, new technology, connected Reply

Jerry Barnes
October 8, 2009 at 9:29 am

Real Customers, showing real product features, will result in REAL SUCCESS FOR EVERYONE(Customers and Ford)!! Great Job by everyone on the Team!! Reply

Terry Emrick
October 8, 2009 at 10:01 am

These are very good and very believable. Ford is on a roll and honest customer comments will keep it rolling past the competition. Reply

Wilman Letman
October 8, 2009 at 3:59 pm

FORD's on a roll! Brilliant... Reply

Susan Anderson
October 8, 2009 at 4:52 pm

Great commericals...Ford is doing great. Reply

Trevor McLean
October 8, 2009 at 8:51 pm

Absolutely Brilliant! Whay aren't we using the 'Drive One' tag line here in Australia?! Reply

Joe Fredal
October 9, 2009 at 2:48 pm

I think they should make a few more with all of the features on the new Taurus. Also, one that seems to get overlooked is using the keypad when you've accidentally locked your keys in the vehicle. Not many people know that Ford is the ONLY company that offers this. Reply

Farial
October 9, 2009 at 2:56 pm

Great commercials, I especially love Hayley's about the fuel prices! Reply

Dave Harris
October 11, 2009 at 9:40 pm

These spots are innovative, effective and far more in-touch with customer concerns than the usual professionally-slick spots we are used to seeing from auto companies in the past. Ford makes a great product, in my opinion, and their quality improved off-the-scale in their latest offerings. I work as a Service Writer in a small Independent Repair Shop. We do not sell cars, we just fix them, and I would like to think I know a good car when I find one. Ford makes great cars. Reply

Samantha
October 12, 2009 at 2:18 pm

I love these and hope Ford continues to make more. There are lots of innovative features that they haven't even shown, yet! I have a blind spot mirror in my Edge that makes changing lanes much safer! I love it. Reply

Gene (Ponyguy) Masters
October 15, 2009 at 2:32 am

Keep it straight,
Keep it honest.
Keep it fresh.
Keep it up!
Keep MERCURY! Reply

Mark B. Sharef
October 22, 2009 at 12:32 am

My wife likes these spots. What more can I say? Reply

shoopak
October 22, 2009 at 2:32 am

This is wonderfull. Great job!

Dan S2
October 22, 2009 at 9:41 am

I think it is a must to drive home the fact that these commercials are not staged in anyway. This will give Ford far more credibility in the market. Reply

Carrie Jordan
October 22, 2009 at 12:37 pm

I have friends who work for Ford and told me about this site. I love the idea of having regular people talk about the amazing features on the Ford automobiles. I recently purchased a Mercury Milan - any chance you'd need someone to do a commercial for how much I love my new car?! Reply

cole
October 22, 2009 at 12:42 pm

You can submit your own video (or photo) to Your Stories. Click here for more details.

Cole Quinnell
Editorial Director
theFordStory.com Reply

A. Bellis
October 22, 2009 at 12:44 pm

Really like the ads. Maybe there should be some text running at the bottom of the screen that say "Unscripted customer responce" or something similar just to make sure people know these are real customers, not actors. Reply

Ralph Paglia
October 22, 2009 at 3:58 pm

I have a 2002 Ford Expedition that now has 92,000 miles on it and it still runs and operates like the day it was new. It is seems unbelievable that this 4x4 SUV could have been built so well 7 years ago, but is probably why Ford seems to be doing so well the past couple of years and has been able to avoid asking for taxpayer funded government bail out money to keep operating. As an American citizen we should all try to reward well run companies that form the manufacturing core of American industry. Ford is one of those companies that deserves to be considered by every American looking for a new car or truck and in my opinion Ford now builds BETTER quality cars and trucks than any of the Asian car companies. Reply

Dean
October 31, 2009 at 8:08 pm

What a great campaign - these ads actually make me smile :)

Way to go, Ford - I'm rooting for you guys! Reply

Pitch
November 2, 2009 at 9:49 am

I'm NOT a fan of the commercial with the young woman shown in the picture above. She says "I don't even have to know when to change the oil - my car emails me!". Ugh. What message is this sending? If you're a young, pretty girl who's savvy enough to use a cell phone, you don't have to bother with frivolous things like auto maintenance? BAD concept, and a bad message about young women!! ALL drivers should know basic maintenance... including when to change the oil. Fine, the Vehicle Health Report is a great tool, but it shouldn't take the place of basic knowledge! What next, "I don't have to know how to parallel park because the car does it for me!"?

I'm disappointed that Ford chose to portray a young women in this light, and thus give the impression that they're making a statement about all women drivers. I understand that this ad isn't an actor portrayal - not only is that not very clear, but it doesn't change the fact that it's making a statement about Ford, and BY Ford. There were so many other positive comments that could be made about women drivers and the VHR - Ford chose poorly. Reply

Ron
February 17, 2010 at 1:17 pm

I think the point was NOT to make women or anybody to look stupid, but that with the way things get so busy doing things in life, working, sports, shopping and such that sometimes YOU forget.
And to have that little added reminder that your oil change is due or your service is due is a great idea if you ask me. ;) BTW i have never been a Ford fan, been driving a Chevy since i could drive in 1980, just bought my Ford Mustang and am head over heals in love with this car!! Reply

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