Ford Motor Co. is launching a new branding effort that celebrates the next generation of drivers.
The effort continues the “Built Ford Proud” theme launched in 2018 via a campaign from Wieden + Kennedy, which received project work from the automaker before beating out BBDO for the global account last October.
In addition to social, the content will appear in connected TV and on lifestyle web sites. Everything drives to a central hub at ford.com/builtfordproud.
The campaign features Sydney Sweeney, an Emmy Award-nominated actor who is shown restoring a Bronco; Dee Bryant, a professional stunt driver who has a special relationship with her Mustang; and Kai Lenny, a Big Wave surfer who depends on Ford trucks to haul his equipment.
The focus is how the drivers each use their vehicles to achieve their dreams, says Erica Martin, Ford marketing communications manager. It ultimately celebrates the greater community of Ford drivers who have broken the mold, driven innovation, and defied stereotypes for nearly 120 years.
“Authenticity was our top priority,” Martin tells Marketing Daily. “We wanted to work with people who really drive and love Ford vehicles. From there, we narrowed it down to the stories that really embody what it means to be ‘Built Ford Proud,’ by breaking boundaries, defying stereotypes and exhibiting toughness beyond just brute physical strength.”
Sweeney, known as the “only girl in the shop,” chronicles her love for restoring her vintage Ford Bronco on her TikTok channel @Syd’s_Garage.
This passion has led her to team with Ford in hopes of inspiring women to feel more comfortable working on their vehicles – traditionally a hobby associated with men. Only 2.1% of mechanics are female, according to Ford.
Sweeney’s Auto 101 tutorials teach viewers how to check their vehicle tire pressure, jump a dead battery and other aspects of vehicle maintenance.
Ford and Sweeney will also launch an exclusive workwear collection, Ford x Sydney Sweeney. The collection, made in partnership with Dickies, is available at merchandise.ford.com.
Bryant is one of the few female African American professional stunt drivers in the entertainment industry and the co-founder of the Association of Women Drivers. Bryant is determined to rally others against racism and sexism and pave the way for the next generation of female stunt drivers.
She has been a stunt driver in previous Ford commercials, drives a 2024 Mach-E GT, and has raced Mustang GTs. As part of the campaign, Bryant will give viewers a closer look at the Mustang Mach-E and unleash her skills in a three-part social series, “Stuff Only Dee Should Do” featuring the all-new 2024 Ford Mustang.
Lenny, meanwhile, aims to pay it forward by inspiring the next generation of athletes in his community.
As part of this campaign, the surfer will show a day in the life of a world champion as he and his family use their fleet of Ford trucks to transport his team, jet ski, and retired coast guard boat to locations around Maui, Hawaii.
Ford has also donated eight surfboards – with colors matching the all-new 2023 Ford F-Series Super Duty – to Lenny’s charity, the Positively Kai Foundation, which provides young surfers equal opportunities to pursue their passion.
“We are hoping that through this campaign we can show up in some fresh, new ways and invite more people to the brand,” Martin says. “With one of the strongest product lineups we’ve ever had, we’ve got something for everyone.”