Ford Bronco Ad Agency Illegally Placed Signs In Boise

The Blue Oval has kept up its efforts to keep the Ford Bronco at the forefront of consumer minds. Most recently, this includes a unique sweepstakes encouraging the public to find “Bigfoot” in a scavenger hunt across the internet and out “in the wild.” However, not everyone is impressed with the playful nature of the Ford Bronco Sasquatch Searcher contest, and the ad agency responsible for spreading the word is in hot water for posting illegal signs in Boise, Idaho.

Local news outlet Boise Dev recently reported on the issue. As part of the scavenger hunt, the ad firm Wieden+Kennedy – which has worked with Ford before – has been posting signage around the city. Participants who find said signs are encouraged to call in for the chance to win a Bronco, but there’s a problem with their locations, especially the ones that been posted on private property and public poles. Authorities say that’s a big no-no because illegal signage can put the public at risk.

“Tampering with or adding unofficial messaging to official road signs undermines public safety and can lead to confusion, misinterpretation, or dangerous situations on the road,” the Ada County Highway District (ACHD) said in a statement. “These signs are designed to convey critical information clearly and consistently. This campaign has resulted in pulling ACHD employees away from important work to find and remove the unlawful signage.”

The statement continued, “Alterations can compromise the effectiveness of road signs, potentially resulting in crashes and jeopardizing lives. It’s essential to respect the integrity of the road signs to ensure safe navigation for all road users.”

The Idaho Transportation Department has been methodically removing the Ford Bronco Sasquatch Searcher signs as it finds them. Additionally, poster-style signage ended up on private property, and property owners say that Ford and Wieden+Kennedy did not contact them for permission prior to posting.

All signs were placed by an unnamed third party contractor. It’s worth noting that prior ad partnerships with Wieden+Kennedy have produced less controversial results. In fact, the firm helped distribute the Built Ford Proud ad campaign last year as well as the “Raised by Goats” campaign to promote the Ford Bronco Sport.