J. WVLTER THOMPSON COMPANY Ford Presents an Ingenious Plan for Stopping the Gold Drain. FORD MAVERICK 1995
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J. WVLTER THOMPSON COMPANY NEWS VOLUME XXIV, NO. 15 FOR STAFF MEMBERS ONLY APRIL 11, 1969 Ford presents an ingenious plan for stopping the gold drain. —-— L.B.SIMONS ASSAYER m'Km **A~ ".":. FORD MAVERICK 1995* MAVERICK *€|8> Introducing Maverick—first new car of the '70's NEW YORK—The Ford Division will un and outdoors) reflect the nature of the ... at 1960 prices. veil its much-talked-about Ford Maverick Maverick name. "You can stake your claim for just next Thursday, April 17, in JWT an The actual introduction campaign will $1995. You don't have to strike it rich to nouncement advertising that's notable be be preceded by a pre-announcement push go Maverick." cause it's different from the usual Detroit which JWT NEWS readers in the U.S. will The headline is by Arnold Grisman. The car advertising. be seeing in b/w newspapers ads in the copy by NYO Ford creative group. The The announcement day is five years top U.S. markets, plus radio and TV spots. "mavericky" car photo was taken by the from the very day that the Ford Mustang world's tallest car photographer, Mickey was first introduced to the public and both Introduction starts April 16 McGuire (6'11"), and the background JWT and Ford hope the Maverick will be Next, the announcement advertising for photo of the assayer's office was done by a similar sales success. this first new car of the 70's will feature Hal Adams. Art directors for the ad were The Maverick advertising was prepared irreverent headlines and unusual pictures; John Dignam and Jack Fischer. by the NYO creative group on Ford, in TV—both the commercials and the Another full color, full page ad for the headed by Arnold Grisman, Andy Nelson, media plan are also far from usual. Even June issue of Playboy headlines: "Goodbye Colin Dawkins and Jack Fischer; Vic the colors for the new car, such as Origi Old Paint. Anti-EstablishMint, Hulla Kenyon, in charge of TV; Lou Serrille, nal Cinnamon, Freudian Gilt, Anti-Estab- Blue, Original Cinnamon, Freudian Gilt, magazine group head; Tom Owens, news lishMint and Thanks Vermillion, connote Thanks Vermillion . Ford Maverick paper group head; Bert Metter, head of the Maverick stance. $1,995." (See it in the centerfold of this advance planning, and their teams of The general attitude of the campaign, in issue.) writers and art directors. broad terms, is reflected in the headline of the four-color magazine spread shown on Maverick positioned pricewise "Mavericky" advertising this page, which will appear in Life on Four-color gatefolds in Life, Look and In some quarters the advertisements have May 5. It reads: "Ford presents an ingeni Reader's Digest will help introduce Mav been called "kooky," but the Ford people ous plan for stopping the gold drain." erick. Other announcement ads are sched like to refer to them as "mavericky." The copy reads in part: "Now, no need uled in Better Homes & Gardens, News Whatever the case, the JWT ads—in all to look to imported cars for economy. week, Time, The New Yorker, Sports Illus- media (newspapers, magazines, radio-TV Maverick is here. The first car in the '70's (Continued on page 2) (Mxi don't have to read it ail-but ife ntee to know ite all there) Announcing J==^ The basic newspaper an nouncement ad for Mave rick is shown at left. It the first car of the 70's uses a question and an swer format to give pros pective buyers the kind of at 1960 prices. information they'll want about Maverick—gas mile age, options, power, trunk space, wheelbase, parts and service, and so on. FORDMrWERICK $1995 Introducing Maverick — first new car of the '70's (Continued) trated, and all the magazine ads help posi maverick breaks the rules. A maverick is Box 5397, Department D-l, Detroit, Michi tion the Maverick pricewise. different . gan, 48211. Offer ends July 31, 1969. The Ford newspaper creative group Q—What kind of power does Maverick When Ford's Mustang was introduced, came up with the basic newspaper an have? a similar offer promoted sales of 140,000 nouncement ad for Maverick which will A—Maverick's Six lets loose 105 gal model cars. run in 2,575 newspapers on April 16 and loping horses . For the big push, JWT also has planned 17. Q—Why did you make it this size? a Maverick saturation night on all three The headline is: "All about Ford's new A—Maverick pinches pennies, not peo major commercial television networks on small car (coming April 17) . Ford ple. After all, in America today, every Wednesday night, April 16. Maverick $1,995." generation is growing taller. We gave Mav The JWT Broadcast Department, under The copy, written by Bert Metter, Art erick more room because Americans de Bill Hyland and Bucky Buchanan, have mand more room. More leg room. More bought a total of 15 minutes of prime com shoulder room. More luggage room. Mav mercial time on NBC-TV, CBS-TV and More basics on Maverick erick is built for people with long legs and ABC-TV, during the six major evening NEW YORK—The Ford Maverick, which will be broad shoulders . ." viewing hours. officially introduced next Thursday, is what the In every print ad, there will be an offer This means that U.S. viewers will be get trade is calling a subcompact. It will carry a of a scale model Maverick for $1. The ting the news about Maverick no matter basic price of $1,995, and is designed as Ford's money should be sent to: Maverick, P.O. what program they watch on any of the answer to the imports. The Maverick is available in a two-door se dan. It's a four-passenger car five inches shorter than a Ford Falcon. Our smallest national park. The Maverick is being built at Ford plants in St. Thomas, Ontario, and Kansas City, Mo. Black, and Colin Dawkins, is basically a Mavericky advertising for question and answer format designed to the Ford Maverick includes this full page spread for answer all the most important questions Sports Illustrated and U.S. people are likely to be asking about the News & World Report new car. (See the ad on this page.) which lightheartedly says The subhead is: "You don't have to read "Our smallest national it all—but it's nice to know it's all there." park" is the Ford Maver ick which eases into "a A sample of the questions and answers: as *T a Q—Why did you build the Maverick? parking space on first try." A—We think of Maverick as another one of Ford Motor Company's answers 1 roRDM/fERJCK to the gold drain. s Q—Why did you call it Maverick? 1995* A—You know what a maverick is. A Introducing Maverick—first new car of the '70's (Continued) three networks. There will be a Ford spot a bigger choice." of radio network time for the weekend on every show except one between the The "Going Thing" group wears new following the introduction. The spots will hours of six and twelve p.m. Maverick costumes for the commercial. be heard on NBC's "Monitor" on every Maverick night will be followed by 25 Theme: "Ford gives you better ideas . news and sports show. minutes of participation spots during the gives you Maverick now." JWT also has purchased spots on the rest of April on as many "name" shows The television commercials also have Mutual Network and they will feature as possible . Rowan & Martin, Jackie been shot for 20-second spots and 10- people who are considered "real-life mav Gleason, Joey Bishop, Jonathan Winters, secpnd teasers. John Nicholas was the ex ericks," such as baseball's Denny McLain Dean Martin, among others. ecutive producer for the announcement and Jackie Robinson. The commercials created by the Ford package; Chris Bottomley was the pro The introduction of a new car like TV creative group are as light in vein and ducer for "Nope"; Howard Epstein was Maverick is a tremendous undertaking. To varied as the advertising in other media. the producer for "Kabuki" and "Sigfried." plan and set the massive operation into ac One is a commercial, written by Bert A broad posting of outdoor boards is tion, to work with Ford Division manage Metter, called simply, "Nope." It features also scheduled by JWT. These will con ment in Detroit and the NYO Ford crea an unnamed cowboy on location who an- sist of both paper and paint. They will tive team was the responsibility of the put 22,770 Mavericks on the road for an JWT-Ford account management team Maverick previews nouncement day. headquartered in the Detroit office—Jack The headline of the outdoor boards Bernhardt, group management supervisor; NEW YORK—Previews of the Ford Maverick reads: "It's a little gas . Ford Maverick. Jack Ryan, management supervisor, Bob have been underway since January, when the $1,995." Gamble and Bob Smith, account supervis car was unveiled in California for magazine ors, and their account team. writers. On radio, JWT has bought 108 minutes Dealer previews were held around the U.S. in February. On March 31, members of the daily press were taken to Carefree, Arizona, to have the lid lifted on the Maverick. The widespread interest in Ford's new car is reflected in the fact that it has been featured in major magazines (the cover of Business Week) and newspapers.