evidence: - Ford Motor Company is launching its latest campaign under its "Built Ford Proud" tagline, the first of its kind for the carmaker in three years, according to details shared with Marketing Dive. [...] Ford’s latest effort sees the carmaker shifting away its traditional tactics under the "Built Ford Proud" tagline — which have historically focused heavily on Ford vehicles and equipment — to focus more on the people behind the wheel and the causes they stand for. [...] As Ford pivots its "Built Ford Proud" messaging to include more emotionally driven messaging, others in the auto landscape have taken similar tactics. For example, a recent advertisement by Kia that debuted during Super Bowl LVII, titled "Binky Dad," highlighted the capabilities of the Telluride X-Pro through the story of a dad rushing to recover a forgotten pacifier. Ad spend in the auto industry is one of the only sectors to not be impacted by an ongoing marketing slowdown, with the category seeing spend grow 9% year-over-year in January, according to the latest findings from Standard Media Index.