Called "The Specialists at Ford," the campaign brings the pro-wrestler-turned-actor into the garage at the back of your local Blue Oval dealer, to call the shots and highlight why getting your ride serviced at an authorized dealer is important. Or at least, so Ford and Johnson would like you to believe.
"I couldn't be more excited to be in partnership with Ford as their spokesman for service," said Johnson. "My relationship with Ford began when I was 15 and bought a classic '77 blue Thunderbird as my first car – and I've been a Ford man ever since."
The ads are hitting TV today, and are soon to be followed by additional spots on radio and online. Expect to see, hear, and, um... smell more of what The Rock has cooking for Ford in the coming years. Because this is just the start of a long partnership.
DEARBORN, Mich., Oct. 12, 2015 – Ford released today the first television ad of its new campaign for Ford service, "The Specialists at Ford" – featuring big-screen action hero, producer and business entrepreneur Dwayne Johnson.
The 30-second ad depicts Johnson as the leader of an elite crew of Ford technicians and service advisors. The dedicated team has all of the training, diagnostic tools and Motorcraft parts that make servicing your vehicle at your local Ford dealership the right decision.
"I couldn't be more excited to be in partnership with Ford as their spokesman for service," said Johnson. "My relationship with Ford began when I was 15 and bought a classic '77 blue Thunderbird as my first car – and I've been a Ford man ever since. Representing their service department and the Ford individuals who are committed to taking care of their customers echoes one of my core enterprise beliefs, 'Always take care of your audience,' and whether it's in a movie theater or behind the wheel, taking care of people is what matters most."
Television ads that began today will be followed by radio, digital and social spots. The multiyear deal will feature a continuous stream of new content being developed – with Dwayne Johnson and "The Specialists" keeping the campaign fresh and exciting.