Ford Debuts “Be Unstoppable” Campaign Featuring Rachel Platten’s Fight Song Hit

Ford claims that historically, their crossover “does well with women buyers”, and that audience was top of mind in the development of their new campaign. That has to be the reason you hear the woman driving the Edge in the add saying there’s only one her in that city of 2,434,311 people. After all, women need to feel special, heck men do too, so we can’t blame the automaker for playing that card.
Ford Debuts “Be Unstoppable” Campaign Featuring Rachel Platten’s Fight Song Hit 1 photo
The recipe the American carmaker used with this new advertorial campaign is rather classic. They are using the regular “you are special, you're worth this car” card along with the celebrity factor. “Edge buyers want to conquer life, not just geography,” said Travis Calhoun, Ford marketing communications manager for trucks and utility vehicles. “They want to be unstoppable, and they want to right SUV that helps them feel empowered - every day, everywhere.

Speaking of power, what better song to back Ford’s idea than one that goes: “This is my fight song/Take back my life song/Prove I`m alright song/ My power’s turned on/ Starting right now I’ll be strong/ I’ll play my fight song/ And I don’t really care if nobody else believes/ Cause I’ve still got a lot of fight left in me”.

The video ad that you can check out below is carried by the popular track “Fight Song” by Columbia Records artist Rachel Platten and features a Bronze Fire Edge Titanium being driven through city streets.

According to Ford, the campaign launched the other day with a national television component. Print ads will follow it, with an aggressive digital execution to follow later this summer. The TV spots will run on national networks and popular cable channels, so you’d better prepare yourself to keep hearing that song.


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