April 7, 2008 - Ford Motor, known for ads featuring rugged pickups that are "Built Ford Tough," is trying out a smarter, more environmentally friendly image with its new "Drive One" campaign. The ads will feature real Ford employees talking up the company's commitment to four key ideals- "quality, green, safe, and smart."

What accounts for the change in direction? The struggling automaker has posted significant losses as American drivers gravitate toward smaller, more compact vehicles. In response, the company is turning to its foot soldiers - employees and dealers - to craft a message more likely to appeal to this growing market segment. These stakeholders helped shape the new marketing strategy, according to Ford.

Previous major marketing campaigns had followed a top-down approach - developed first and then presented to the employees and dealers to endorse.

“We’re going to tell our story in a whole new way,” says John Felice, general manager of Ford Division Marketing. “We are asking employees, retirees, dealership employees, and Ford loyalists to be advocates for the brand and help tell our story, especially in the areas of quality, safety, technology, and the environment.”

The new “Drive One” will launched tomorrow with print, digital, and TV advertising.