Ford has pivoted its marketing efforts to address the coronavirus. In 'Built for Right Now' the messaging says that Ford vehicles have been built over the decades for people who built the country, who protect it, for workers, parents and others. At the end, it states that Ford vehicles were built to lend a hand. Then it says that people affected by Covid-19 who are leasing or have a loan with Ford credit may receive assistance and refers people to FordCreditSupport.com.
'Built to Lend a Hand' uses old footage of the Ford company as it says that it's been building the country for over 100 years, how it built tanks and planes for the war efforts, and last year, through fires, hurricanes and tornadoes, Ford helped with payment relief to over 150,000 customers. It ends with the same message of Ford's credit support.
W+K New York