Ford Shows Social Humility

In end of March this year creative agency in India mocked up some ads featuring risque content and using Ford branding. The “rogue group” were attempting to have some fun and show off their creative talents. What they didn’t expect was the backlash. By using unauthorized Ford branding and putting these three ads online, the ad agency was opening themselves up to a full-on Global response from Ford. The ads went viral and began to spread across the web and controversy exploded.

The ad, in which former Italian PM Silvio Berlusconi is shown with a bunch of gagged and crying women in the trunk of his car, was never meant to see the light of day and was made mostly as a spoof. However it somehow leaked to the Internet, and as we all know even though it never ran in paid media, once something's on the Internet, the damage has been done.
Scott Monty, Ford’s Global Head of Social Media, saw the article on Business Week right before boarding a plane in Europe. Their Asia-Pacific office was tasked with handling the fallout and subsequent buyer comments. Ford quickly issued an apology for the ad stating: 

“We deeply regret this incident and agree with our agency partners that it should have never happened. The posters are contrary to the standards of professionalism and decency within Ford and our agency partners. Together with our partners, we are reviewing approval and oversight processes to help ensure nothing like this ever happens again.”

Thanks to a quick, honest and humble reaction Fords reputation was saved. Monty credits a well-integrated team and a globally coordinated effort paired with an excellent social media monitoring system for successfully staying in front of this potential crisis. For smaller companies, the lesson is to monitor your social media carefully and make sure you have a competent social media team involved before anything happens so you’re ready to handle it.