Ford is returning to the Super Bowl marketing game after seven years on the sidelines, and they hope to score big with their commercial with the help of comedian Jimmy Fallon. The automaker hasn't had a commercial run during television's biggest night since 2006, when its spot featured Kermit the Frog and the game was played at Ford Field in Detroit.
Fallon will write the 60-second script with the help of his fans on Twitter. According to PC Magazine, the comedian began the process December 5 and is fielding feedback from fans that will steer the script in different directions. Ford hopes that Fallon and his 7 million followers will help to bring a younger energy to the brand, revitalizing the manufacturer while adding some excitement.
"We're going to put a different twist on it and approach it in a very social way and try to do something that hasn't been done before," Matt VanDyke, director of marketing for Lincoln, told Bloomberg.
Other automakers have seen success come from Super Bowl commercials in the past, and Ford will be looking to follow in those footsteps as they strive to re-energize the brand without spending time talking about topics about fuel efficiency or vehicle maintenance.