Ford recently teased this image of the front of its new Ford Bronco on social media before the vehicle’s debut.
Ford
Ford Motor is partnering with Disney to present a unique presentation of its new line of Bronco SUVs as automakers around the world search for alternative ways to attract the attention of highly anticipated vehicles during the coronavirus pandemic.
The automaker will unveil its “Ford Bronco 4×4 family” of vehicles on July 13 on Disney media networks, marking the first prime-time product reveal on Disney’s broadcast, cable, digital and broadcast properties, including ABC, ESPN, National Geographic and Hulu
“This is huge for us. It is the return of an icon that people have been crying out for years,” Matt VanDyke, Ford’s chief marketing officer in the United States, told CNBC. “For us, this is of great importance and is carefully designed.”
Ford worked with Disney CreativeWorks, the company’s internal creative agency, to create three-minute custom videos for each network to debut the vehicles. The videos will air during the first commercial breaks of the 8 pm broadcast on each network, followed by the Hulu streaming service beginning the next day.
Each “movie” has a special guest: professional climber Brooke Raboutou for ESPN’s “SportsCenter”; country music singer Kip Moore for ABC’s “CMA Best of Fest”; and Academy Award-winning director Jimmy Chin, a professional climber, will highlight another Bronco during “National Parks: Yosemite” on the Discovery Channel. Chin, director of photography and photographer, also helped Ford create the spaces for each of the networks, VanDyke said.
Documentary (Feature Film) Award Winners for ‘Free Solo’ Jimmy Chin, Alex Honnold and Elizabeth Chai Vasarhelyi attend the 91st Annual Governors Ball Academy Awards in Hollywood and Highland on February 24, 2019 in Hollywood , California.
Kevork Djansezian | Getty Images Entertainment | fake pictures
“We have the absolute intention of doing our best and making sure the Bronco gets the glory it deserves. We are very excited about this partnership that is so unique with Disney to co-create it,” said VanDyke. “We believe it will draw a great deal of additional interest to our own properties and simply cause this to reveal one that we will never forget.”
VanDyke declined to discuss the financial details of the association in addition to saying it is “a paid integration and an association” with “advertising associated with it.”
The videos will direct viewers to Ford.com for more information and the ability to make $ 100 reservations for the Bronco. The site as well as Ford’s social media channels will also have additional content and videos, including a longer presentation from the Bronco family.
The Bronco reveal marks the first time that Disney CreativeWorks deploys branded custom content across multiple networks during primetime.
“With Ford, we are reinventing what a product reveal can look like by drawing on our best sports, entertainment and broadcast brands to bring the new Bronco family to life in a way that honors its heritage and gives viewers an unforgettable memory experience. “Rita Ferro, president of Disney Advertising Sales, said in a statement.
Discussions on such an association began six or eight weeks ago, VanDyke said. Disney and Ford had initially decided to air the presentation on July 8, however, the date changed due to controversy over the event that coincided with OJ Simpson’s birthday.
“That was completely a coincidence. It was completely involuntary,” said VanDyke. “We didn’t want to be insensitive to people who felt it was inappropriate and neither did Disney.”
Simpson, a former soccer star, infamously participated in a nationally televised low-speed police chase with a 1993 Ford Bronco following the death of his wife, Nicole Brown Simpson, and his friend Ronald Goldman in 1994.
Disney, according to VanDyke, was “flexible” with Ford changing the disclosure date. It was at least the third time Ford had rescheduled the Bronco presentation. Two previous events earlier this spring, including the Detroit Auto Show and a private debut, were canceled due to the coronavirus pandemic.
“Without the automatic displays and the world we live in right now, the revelation of the traditional vehicle is no longer the case,” VanDyke said. “Thinking of Bronco, we wanted it to have a unique approach.”
Ford released a video of a prototype of the new Bronco SUV off-road test in January.
Ford
The Bronco’s debut has been anticipated for years. Ford initially confirmed its return in January 2017. Ford is expected to offer a “Bronco family” of vehicles, including two- and four-door versions and reports of a smaller SUV called the Bronco Sport.
Ford executives have promised that the Bronco will live up to its reputation as a classic off-road SUV. Ford last produced the vehicle, a two-door, in 1996.
This is not the first time that Ford has partnered with Disney for a new vehicle. The companies partnered for an attraction that debuted at the 1964 World’s Fair called “Ford Magic Skyway.” It featured Ford vehicles, including the first-generation Ford Mustang, which debuted at the show, taking passengers through different time periods.
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