Ford breaks mould with ‘carless’ ad for Ka

Ford says the TV campaign for its latest model, the Ka, will be the first in car advertising history to include commercials which do not actually feature the vehicle.

While the accompanying press and poster campaign will show the unusual design of the Ka, at least one of the TV executions will concentrate instead on the image and lifestyle of the model’s prospective purchasers. Ford’s agency for the Ka is Ogilvy & Mather.

Ian McAllistair, Ford UK chairman and managing director, says: “I have challenged the agency to come up with an ad that never shows the car.” McAllistair says the innovative design of the Ka was well-suited to an unusual advertising approach.

Sara Bamber, Ogilvy & Mather media strategist on the account, says: “The car is such a different vehicle that its entire launch will not be business as usual. The commer cials will not be what is expected.”

Nissan is the only car advertiser in recent years not to feature the car in the launch advertising campaign – instead its ground-breaking push through TBWA showed a cartoon of the Nissan Micra.

Ford’s Ka will go on sale on October 15 and the TV ads are expected to appear a week later.

Ford has not released the price of the new model but industry in siders believe it will be pitched below the Fiesta, at about 6,000 to 6,500.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here