Ford is accelerating testing of its Fusion Hybrid Research Vehicle as the first automaker to test a fully autonomous vehicle at Mcity, the world’s first full-scale simulated urban environment at University of Michigan.
Ford's newest ad doesn't just focus on their latest model or technology. Instead, it gives a glimpse at their plans for the future. They reveal their plans for ride and bike sharing in the future, moving past the simple method of building cars. The company looks to provide these services in coming years to get you "unstuck", much like the people we see here in the commercial.
Chantel Lenard, Ford’s director of U.S. marketing, said in a piece with Ad Age "Because we have this unique opportunity with the Super Bowl with 90 seconds to tell the story, we think it’s a great way to be able to connect it with this idea of helping people move freely in life. Because that is really what these solutions are about — giving different ways to make people’s lives easier as transportation frankly becomes more challenging in some places with congestion and other issues we are trying to solve.”
The commercial shows some problem/solution tactics, displaying how, in the future, Ford will be there when you need them most. By promoting these services, Ford hopes to build hype in time for their release to jumpstart them off the ground. It not only shows their plans for building smarter vehicles, but also smarter benefits for their customer base.