Ford Equips America’s Search & Rescue Teams with Vehicles Built for Toughest Calls

As more people head into the wild and weather becomes more extreme, Search & Rescue teams are facing tougher, higher-risk missions. When lives are on the line, they need vehicles tested to the extreme.

​Wieden+Kennedy New York partnered closely with Ford to show that the brand doesn’t just talk about capability - it lives it. Building on Ford’s 'Ready Set Ford' platform, the campaign highlights what human capability can achieve in extreme circumstances.

To authentically capture that work, W+K embedded with a Search & Rescue unit in Utah for three days and four real rescue missions, inspiring the film 'Help Is On The Way'. Directed by John Hillcoat (Skunk), the film shines a light on the skill, dedication, and life-saving work of SAR teams.

This work is Ford's opportunity to continue to reinforce its capability and differentiation. Anyone can support search and rescue, but they chose us because of what our vehicles can do and how we trust them.

The campaign launched on FOX over the weekend during the NFL NFC Conference Championship game, and will be followed by a 360 media plan including additional content, organic and paid social, and an ongoing owner-story social series featuring real SAR teams enabled by Ford vehicles.

Search and rescue organisations can apply for the 'Answer the Call' grant program here through Feb 28th. Teams operating in diverse and extreme terrains will be prioritised, where Bronco’s off-road capability can make a tangible difference.