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Ford rolls out new ad campaign amid industry-wide uncertainty

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Ford on Wednesday rolled out a new advertising campaign that the company said will mark a “fundamental shift” in its branding strategy — and comes as the auto industry deals with major uncertainty.

The automaker’s new strategy, titled “Ready, Set, Ford,” goes beyond vehicle-first advertising, Ford said, and instead focuses on the people who buy its cars. It involves four fundamental promises: capability, passion, community and trust.

The auto industry is facing a crucial crossroads as companies deal with President Donald Trump‘s tariffs and an overall consumer pullback in spending. Despite uncertainty with various sectoral tariffs, Trump’s auto tariffs have remained more or less unchanged, with a 25% tariff charge on imported cars and auto parts.

That timing, Ford Chief Marketing Officer Lisa Materazzo said, is intentional.

“The auto industry is in the midst of historic disruption. We are fortunate in the sense that Ford has an incredible 122-year history to leverage,” she said. “So because of that, we felt like there’s no better time to double down on our commitment to our brand and our consumers than now.”

Materazzo said the company engaged in extensive research ahead of the rollout, finding a common theme of uncertainty and anxiety from consumers due to a range of factors, including the political climate and the economy.

“The other thing we found is that consumers are surprisingly optimistic and resilient, especially when they feel empowered, and they’re seeking brands that help them navigate this uncertainty,” she said.

Ford has long championed its American roots and declared it’s the “most American automaker.” That identity is now crucial to the automaker’s brand, Materazzo said, and builds on its “America for America” campaign that offered employee pricing to all consumers shortly after tariffs were initially announced.

The new strategy aims to leverage Ford’s iconic brand while simultaneously signaling that the car company is entering a new era, Materazzo said. It will unify all of Ford’s global brands for the first time in decades under the new campaign, allowing the company to “represent ourselves very consistently around the globe,” she added.

“By Q1 of 2026, all of our global markets will be in market with ‘Ready, Set, Ford,'” Materazzo said. “The majority of them will do that by Q4 of this year.”

The first rollout of the ad is kicking off in conjunction with this week’s Thursday Night Football game, as the automaker aligns itself with the NFL season, one of the largest moneymakers for advertisements leading up to the Super Bowl.

During the Covid pandemic, the auto industry pulled back significantly on advertising and marketing budgets as it dealt with supply chain issues left companies without enough vehicles to sell. Many automakers returned to advertising during the NFL season last year as vehicle inventory levels returned to more normal levels.

Even as the macroenvironment signals uncertainty, Materazzo said the company is focused on continuing to deliver on its legacy and invest in its brand.

“The industry is in the middle of a transition right now. I don’t think all brands will survive, but I think those that not just survive, but thrive, will be the ones who recognize that one of their most valuable assets is their brand,” she said. “And if you don’t invest in your brand, you’re really disadvantaging your business for the long term.”



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Canelo vs Crawford: UFC chief Dana White clashes with reporter at news conference

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Crawford, with 41 wins and 31 knockouts, won his first world title in 2014 at lightweight against Scotsman Ricky Burns. He went on to unify the light-welterweight and welterweight divisions before moving up again.

Saturday’s bout will be broadcast globally on Netflix, reaching a potential audience of more than 300 million subscribers.

It is the first major boxing event promoted by White alongside Saudi’s Turki Alalshikh, signalling a new, if uncertain, era for the sport.

As organisers hyped up the new partnership as the saviour of the sport and suggested boxing has been suffering for years, one of its biggest stars – and highest earners with a reported $150m purse to collect on Saturday – Alvarez, chimed in.

“Hey, boxing was always bigger, bigger and big. Don’t say boxing is not big enough. You know how big is boxing,” he said.

Alvarez pushed Crawford as tempers flared at in New York in June, but the two shared a nod and handshake to end on a respectful note.



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Asian Stocks Near Record High on Fed Rate-Cut Bets: Markets Wrap – Bloomberg.com

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  1. Asian Stocks Near Record High on Fed Rate-Cut Bets: Markets Wrap  Bloomberg.com
  2. Asian shares ride Fed easing hopes to record highs  Reuters
  3. US stocks inch to more records as inflation slows and Oracle soars  Yahoo Finance
  4. Asian shares track Wall Street rallies as a US interest rate cut next week looks more certain  The Hill
  5. Wall Street rises toward more records on expectations for easier interest rates  KTLA



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Packers vs. Commanders takeaways: Jordan Love, Micah Parsons, Tucker Kraft shine in Green Bay’s statement win

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If the Packers used a Week 1 domination of the Lions as a major statement, they backed it up and then some in Week 2. The Packers (2-0) defeated the Commanders (1-1), 27-18, fueled by an explosive, efficient offense and a tremendous defense that seemed to move at a completely different speed than Washington’s offense.

Love finished with 292 yards passing and a pair of touchdowns, with six completions for 124 yards and a score going to Kraft. Micah Parsons officially recorded a half-sack, but his impact was much larger than that, and Green Bay sacked Jayden Daniels four times while smothering would-be pass catchers.

After a slow start — Jayden Reed’s shoulder injury being the main development — Green Bay’s offense got rolling on its second drive, fueled by a 57-yard completion from Love to Kraft after Kraft broke free down the middle. Love connected with Romeo Doubs for a 5-yard touchdown shortly thereafter.

Washington did not manage a single first down in the first quarter — a first since Daniels’ arrival — and Green Bay embarked on another long drive early in the second quarter, highlighted by a remarkable, twisting 37-yard catch from Malik Heath.

Josh Jacobs powered in from two yards out to make it 13-0. Commanders defensive lineman Deatrich Wise Jr. got carted off after trying to block the extra point (which was successful), adding to Washington’s woes. He was later ruled out with a quad injury.

Washington finally got on the board with a 51-yard Matt Gay field goal, but Gay missed a 58-yarder that could have cut the deficit further just before the half. But Green Bay’s Brandon McManus then doinked a 48-yard try as time expired.

Down 17-3 after a McManus field goal, Washington finally found the end zone via a 20-yard Zach Ertz catch-and-run. Green Bay answered, though, with another touchdown drive, this one capped by Love’s 8-yard touchdown toss to Kraft.

McManus nailed a 56-yard field goal shortly thereafter to extend the lead to three scores. Daniels found Deebo Samuel Sr. for a touchdown late, but it proved to be only window dressing — and a costly one at that: Austin Ekeler suffered a non-contact Achilles injury and was carted off the field.

Washington will hope to use the mini-bye to recuperate before hosting the Raiders in Week 3. Green Bay will hope to carry momentum over to a Week 3 visit to the Browns.

Takeaways

Parsons leads overwhelming pass rush

The Commanders know Parsons very well from his time in Dallas, and he just keeps dominating them: He now has 11 sacks in nine career games against Washington.

Parsons’ impact can’t be limited to sacks, though. He drew a penalty and caused a ton of havoc in the backfield throughout the night, even as he remains on a snap count. Washington tried chipping him and double-teaming him, and that only produced middling results. It also produced openings for other pass rushers: Rashan Gary and Devonte Wyatt both had a sack, and Edgerrin Cooper, Karl Brooks and Barryn Sorrell each had a half-sack.

It also wasn’t just the plays the pass rush made. It was the plays it didn’t allow Daniels to make. He ran for just 17 yards, and Washington had just 51 as a team.

The ability to get pressure with just four pass rushers also allowed Green Bay to play aggressively in coverage. Daniels’ 4.8 yards per pass attempt were his lowest in a full game in his career.

Love, Kraft spearhead big-play offense

Love had eight completions of at least 15 yards, spread out to five different receivers. Three went to Kraft, a testament to the tight end’s all-around abilities. He led all tight ends in average yards after catch last year, and he showed off his ability to get downfield, too. He broke several tackles Thursday night, leading to key extra yardage that either moved the sticks or made it a more manageable down and distance.

Love, meanwhile, found plenty of open targets downfield, and even when they weren’t open, receivers often made plays — Heath’s catch is worth watching again and again.

Love also didn’t throw an interception for a ninth straight start, which ties Aaron Rodgers for the second-longest streak by a Packers quarterback since at least 1950. When Love doesn’t put the ball in harm’s way, that usually leads to success: Green Bay is 13-4 in his starts when he doesn’t throw an interception.

Commanders offense struggles to find any success

The 18 points Washington scored isn’t by any means an impressive total, but it’s also perhaps even generous given the myriad issues. Josh Conerly Jr. had a rough night going up against Parsons. It’s been a rude introduction to the NFL for Conerly, the first-round pick our of Oregon, who switched from left tackle to right tackle and has promptly had to face Brian Burns, Abdul Carter and Parsons in his first five days of regular-season football.

Conerly’s struggles aside, Washington’s passing attack was anemic; Daniels went 1 for 7 on throws at least 15 yards downfield, with his receivers often blanketed, and Washington’s quick-hitting plays were completely smothered much of the night. Without the threat of the run game, Washington failed to find anything sort of rhythm, and their 230 total yards also marked the fewest since Daniels’ arrival.





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