NEW ORLEANS -- Ford Motor Co. will advertise in the Super Bowl next week for the first time in three years.
The automaker previewed its 90-second commercial for dealers during Saturday’s make meeting at NADA, according to sources in the room. The minute-and-a-half-long spot is expected to air between the coin toss and opening kickoff between the New England Patriots and Atlanta Falcons on Feb. 5.
Ford’s commercial will not focus on products. Instead, it will tell a story of how the automaker can help make peoples’ lives better with its technology and new mobility services, according to sources who saw the spot.
Ford last advertised in a Super Bowl in 2014, when it ran a commercial for the Fusion sedan featuring actors James Franco and Rob Riggle.
Ford sponsors the Fox Sports NFL pregame show, and used the partnership to unveil the freshened F-150 just before kickoff of a playoff game earlier in January.
Following Saturday’s meeting, Stephen Odell, Ford’s global head of marketing sales and service, would not confirm the automaker would air a commercial, but a Ford spokeswoman later said the automaker would have “more to say next week.”
