Ford Motor (NYSE: F) and Disney (NYSE:DIS) have partnered to showcase the automakers new Bronco SUVs in a ploy to bring attention to incoming vehicles amid the coronavirus pandemic.
Due to the COVID-19 the original plan of unveiling the vehicles at the June, North American International Auto Show in Detroit, was halted. Now the new “Ford Bronco 4×4 family” vehicles are set to launch July 13 on all of Disney’s media networks within the U.S. Reach will expand to Disney’s broadcast, cable, digital and streaming properties such as ABC, ESPN, National Geographic and Hulu.
“This is enormous for us. This is the return of an icon that people have just been clamoring about for years,” Matt VanDyke, director of Ford U.S. marketing, told CNBC. “For us, this is just of huge importance and carefully crafted.”
Along with Disney’s creative agency, Disney CreativeWorks, Ford was able to custom make several three-minute videos to stream on each network as a means of introducing the vehicles. With each video headlining special guests such as professional climber Brooke Raboutou, country music singer Kip Moore, and Academy Award-winning director Jimmy Chin, the reveal is set to make an impact.
“At Disney, we take pride in creating culture and leveraging our unrivaled portfolio of brands to authentically and creatively tell stories during meaningful moments,” said Rita Ferro, president, Disney Advertising Sales. “With Ford, we’re reimagining what a product reveal can look like by drawing upon our best-in-class sports, entertainment and streaming brands to bring the new Bronco family to life in a way that honors its heritage and gives viewers an unforgettable experience.”
VanDyke did not comment on the financial specifics of the deal but mentioned it was “a paid integration and a partnership” with “advertising that’s associated with it.”