With automobile shows cancelled due to the coronavirus pandemic, Ford Motor Company July 2 announced it would reveal its new Ford Bronco 4×4 vehicles in a series of custom videos on July 13 across Disney’s Media Networks, including ABC, ESPN, National Geographic and Hulu.
It’s the first time Ford has launched a primetime TV product reveal across Disney’s broadcast, cable, digital and streaming channels.
The automaker initially planned to reveal the Bronco 4×4 SUVs in June at the North American International Auto Show in Detroit. After the pandemic prompted organizers to cancel the show, Ford’s marketing team reconceived the reveal strategy, aiming to pull in an even broader audience.
The campaign marks the first time Disney’s creative agency is deploying custom branded content, across multiple networks. Each film will air on the respective networks during the first commercial break in the 8 p.m. ET hour.
All three-minute films will be available to viewers on Hulu, starting July 14, through interactive ad formats, and within a curated collection of outdoor and survival-themed content aligned with the Bronco lifestyle.
“With Ford, we’re reimagining what a product reveal can look like by drawing upon our sports, entertainment and streaming brands,” Rita Ferro, president, Disney Advertising Sales, said in a statement.
The ABC spot features country music singer Kip Moore during “CMA Best of Fest,” the Country Music Association’s three-hour concert experience, airing July 13 (8:00–11:00 p.m. ET). The ESPN video — airing during “SportsCenter” — features a different Bronco model with professional climber Brooke Raboutou.
Academy Award-winning director, cinematographer, photographer Jimmy Chin will spotlight another Bronco during “National Parks: Yosemite” on National Geographic. Additionally, Chin will judge a hashtag challenge contest and appear in an “Instagram Story” featuring the Bronco on NatGeo’s Instagram account.
In addition to the films created for ABC, ESPN and National Geographic, Ford also will share additional special content with fans on its YouTube, Facebook, Instagram and Twitter channels starting at 8 p.m. ET on July 13.
“As a new era for Bronco begins, we’re proud to tap the strengths of epic adventurers like Jimmy Chin and Disney storytellers to help bring Bronco to life,” said Jim Farley, Ford’s chief operating officer.