Ford is moving towards a new marketing approach with its latest advertising campaign under the “Built Ford Proud” tagline in collaboration with Sydney Sweeney, Dee Bryant and Kai Lenny.
With Ford’s marketing strategy largely focused on the technical aspect of its vehicles, the American manufacturer is now shifting towards emotionally driven stories about the people behind the wheel.
The rising star of HBO’s show Euphoria Sydney Sweeney is one of the central figures in this shift, telling her Ford story through an empowering spot titled “Sydney’s Garage.” The title takes inspiration from Sweeney’s existing TikTok channel, "Syd's Garage."
“I come from a family of mechanics. I was the only girl in the shop. A vintage Ford Bronco was my dream car,” says Sweeney at the start of the commercial.
As she works on restoring a vintage Ford Bronco in the spot, audiences get a glimpse into the meaning that a Ford vehicle can have, past its technical capabilities.
Sweeney’s partnership with Ford will build on her social media presence and celebrity position in Hollywood. The actress will be hosting a TikTok series on her channel titled “Auto 101” and releasing a female-focused workwear collection in collaboration with Dickies.
Similarly, professional stunt driver Dee Bryant will be featured in an individual spot andlaunch a social media series titled “Stuff Only Dee Should Do,” drawing attention to her previous collaborations with Ford and her non-profit Association of Women Drivers.
Surfer Kai Lenny will also be the star of his own Ford commercial and debut a series of limited-edition surfboards with colours to match the trim levels of Ford’s Super Duty Truck. Further, eight surfboards from the collection with Ford will be donated to Lenny’s charity, The Positively Kai Foundation.
“We’re proud to know that our vehicles are the choice among those who don’t sit back and wait. But those who go out and make things happen. Those who inspire us. People like you,” states Ford in the campaign announcement.
Created with agency partners BBDO, VML, Wieden+Kennedy New York, Artemis and Mindshare, the campaign will also include connected TV and CRM content.
