Ford Wiped Its Instagram Accounts — Here’s Why

Several of Ford’s Instagram accounts, including the main one, the Mustang’s and the Bronco’s, had their photos wiped clean late Monday without explanation.

Speculation online ran rampant that a fresh batch of new models might be on the way, but it turns out it’s just a new slogan, at least for now.

“Ready Set Ford” is the brand’s new global marketing campaign, which it says is “a catalyst designed to help our customers reach their full potential and feel ready for anything. It’s our public commitment to you that our capability, our passion, and our innovation will match your own.”

Ford’s chief marketing officer Lisa Materazzo said the company will be leaning into the mantra by using the key work and recreational lifestyles of its customers a guiding lights in product development and the “retail experience.”

Ford will also be putting its best foot forward by promoting its coolest vehicles and products more than its less-interesting “volume offerings.”

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The first commercial tied to the campaign is called Anthem and features people car racing, running, cliff diving and using an F-Series pickup to round up a stray cattle.

This is actually the second branding move Ford has made in the past week. It also changed the name of its Ford Performance division to Ford Racing, which will encompass all of its motorsports and production performance vehicle efforts.