Ford has this week unveiled a new campaign to promote the European launch of its all-electric ‘Explorer’ model, celebrating the 100th anniversary of Aloha Wanderwell’s circumnavigation of the globe in a Model T Ford.
Developed in partnership with London agency AMV BBDO, the US car manufacturer has enlisted adventure influencer Lexie Alford, also known as ‘Lexie Limitless’ to help launch its new Explorer SUV in the European market.
Currently the youngest woman to visit every country in the world, Alford will look to mirror Wanderwell’s exploits (as the first woman to circumnavigate the globe) by partnering with Ford for an ambitious worldwide tour.
Partially sponsored by Ford on her five year journey (1922-27), Wanderwell’s pioneering achievements will be celebrated throughout this activation – with Alford’s efforts also set to raise greater awareness of sustainable travel and showcase the durability of electric vehicles.
“We’re excited to see what our new Explorer and Lexie Alford can do together on this expedition – inspired by Aloha Wanderwell’s ground-breaking trip,” Ford Europe director of marketing, Peter Zillig said.
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“We were a part of Aloha’s journey all those years ago and have been helping people take on ambitious adventures ever since – we can’t wait to see how our electric future will keep that intrepid spirit going.”
The campaign’s launch will be spearheaded by a 60-second spot featuring footage of Alford interspersed with original material captured by Wanderwell on her travels, showcasing the challenges that the young influencer will face when her journey begins later this year.
Through extensive historical research and photograph restoration, the production team has mapped Wanderwell’s travels as accurately as possible so that Alford can faithfully replicate her route.
AMV BBDO deputy executive creative director, Martin Loraine added: “’Exploring Reinvented’ is a reaction against the traditional idea of macho, dangerous, and non-sustainable exploration. Our campaign tells an incredible true story from Ford’s history and updates it to fit our “Bring On Tomorrow” platform.”
“Way back in 1922, Ford was opening up exploration to women by backing Aloha Wanderwell. And 100 years later, they’re supporting sustainable exploration, proving that an EV can do anything an ICE car can do, and once again, sending a female explorer on an amazing journey.”
