Ford Battles Banner Blindness With Web Show

Ford has rolled out a campaign for its new Escape SUV, centering its digital strategy around a Web series.

Later this month, Ford debuts “Escape My Life,” an online comedy series starring standup comedian Natasha Leggero, actor Joe Lo Truglio, and the Escape itself. The show couples Hollywood wardrobe designer Skylar Browning, played by Leggero, who is in need of a new car and in turn receives an Escape, with Barry Gruber, played by Truglio, a product specialist who knows the ins and outs of the Escape.

“Instead of traditional online banner ads and feature-benefit commercials, the webisodes present the Escape in the context of everyday life,” said Brock Winger, digital marketing manager for Ford’s Escape. “Some people have advertising and brand blindness and we are hoping this is a way to break through and touch people with content they enjoy.”

“Escape My Life” will run for eight episodes and will be distributed via the Ford YouTube channel, as well as Hulu, AOL, MSN/Wonderwall, Glam Media, Tumblr, Facebook and other online outlets. Ford is also running video ads online to drive people to the series.

It’s the first time that Ford is going for such a content-heavy approach in its marketing, according Winger. He said that from a high level, Ford is attempting to create content that shows people the Escape in action, instead of telling them about the car. Advertising nowadays tells people about products and their features.

“This content is more about the consumer than it is about the Escape,” Winger said. “And the way we are distributing it, we are not forcing them to stop what they are doing online. We’re distributing it through digital properties where people already are.”

More in Marketing

As the summer comes to an end, esports companies are hunkering down for a long winter

As esports winter sets in, the companies that are best insulated from the cold are the ones that designed their balance sheets for a years-long march to profitability — not the massive and rapid returns promised by some esports companies during the industry’s initial wave of growth.

Women’s sports marketing boom ‘huge up and coming opportunity,’ spurs new agency services

Women’s sports are having a moment. Brands, media companies and agencies are looking to get in on the action.

Creators still turning down work as the Hollywood SAG-AFTRA strike continues

The Hollywood strikes were supposed to be a game changer for many of them, but the situation hasn’t quite lived up to the hype.