Ford Launches First Global Campaign in 15 Years: Ready Set Ford
With the automotive industry in the midst of a historic transformation, Ford has partnered with creative agency Wieden+Kennedy New York to rev up its first global marketing push in over a decade: ‘Ready Set Ford’.
The new platform, which includes a dynamic hero film directed by Seb Edwards via Park Pictures LA, announces an evolution for the brand – one that’s ‘years in the making’, according to Ford’s global chief marketing officer, Lisa Materazzo.
In a company blog introducing the platform, she said, “We believe people are more capable than they think – they just need a spark. Ford is here to be that spark!”
In the announcement, Lisa explained that ‘Ready Set Ford’ is more than a new tagline. Instead, she said it’s “a signal of a new chapter for Ford”, one filled with energy, excitement, and a commitment to “passion vehicles that bring out the best in human capability.”
The hero film showcases this by showing different Ford customers pursuing their passions with their vehicles – whether that's motorsport racing, canyon-cruising in a Mustang, or off-road adventuring in a Bronco.
The film’s intense, aspirational mood is elevated by VFX from Preymaker, and cinematic sound design from Wave Studios NY’sAaron Reynolds, concluding with a famous Henry Ford quote, ‘Whether you think you can or think you can’t, you’re right.’ – doubling down on the new empowering positioning.
Lisa shared that Ford has made three strategic decisions to modernise the brand, as part of this overhaul.
Firstly, she reported that the company has aligned itself around its ‘fundamental customer promises’ of capability, passion, community and trust; secondly, that the brand has shifted away from leading marketing with nameplates, creating messaging focused on how Ford can ‘uniquely support’ their customers’ lifestyles; and finally, that new campaigns will lean into Ford’s most exciting and distinctive products and services, including its leadership in motorsports and Ford Pro commercial vehicles.
In addition to the hero film, 'Ready Set Ford' also includes still photography from Mink Howl’s Alex Kramer and South James' (via BAM Productions) Jay Kolsch. Giving the green light to a new era of Ford marketing, work from the launch campaign is set to appear across linear and CTV broadcast channels, as well as digital, social and OOH.
