• by Tanya Gazdik , September 3, 2023

Ford Motor Co. broke a campaign over the Labor Day weekend that celebrates U.S. auto workers. 

It includes two videos and a dedicated webpage with the theme “All In On America.” Wieden+Kennedy is behind the creative, while GTB handled the media buy, which includes college football.  

The page includes images of Ford assembly plants and statistics on the automaker’s impact on the U.S. workforce. 

“We don’t just dream about what a better future could look like. We’re investing in building the future of automotive manufacturing,” per the webpage. 

Ford employs the most hourly auto workers in America, more than 57,000. And Ford assembled more than 1.8 million vehicles in the U.S. last year — 130,000 more than any other auto manufacturer.

The 30-second spot, “Ford Workers,” features footage from assembly plants in Michigan, Kentucky and Missouri. 

“There are people who say things aren't made here anymore,” per the voiceover. “Those people should come to Michigan or Kentucky or Missouri — where you'll find Ford workers not just assembling vehicles, but building the future of automotive manufacturing. It's why Ford employs the most hourly auto workers in this country. Can't speak for the other guys, but we are all in on America.”

A second spot, called “100%,” plays up how the F-150 pickup truck is all American. 

“We don't know any first responders who only give 90%,” per the voiceover. “Or farmers; the workers who build our towns, roads, infrastructure — they don't stop at halfway. And good luck finding a small-business owner who's happy with an 80% effort. That's why they use Ford Trucks. Ford F-Series. Hundred percent assembled in America because we are all in on America.”

Both feature narration from Bryan Cranston, longtime Ford voiceover talent. It was recorded before the actor joined the strike by the Writers Guild of America and American Federation of Television and Radio Artists.

The spots are on Ford’s YouTube channel, but have not yet been shared on its Instagram, Facebook or X pages. 

The effort comes as Ford and the two other Detroit automakers continue to negotiate with the United Auto Workers for a new contract. The talks have become contentious, with UAW President Shawn Fain issuing a confrontational statement via Facebook. 

“This trash can is overflowing with the bullshit that the Big Three continue to peddle," Fain said, showing a proposal submitted Tuesday by Ford dangling over a trash can. 

Fain warned in the video that Ford should take notice that its workers at the Kentucky Truck Plant and Louisville Assembly "are fired up and they're ready to throw down if they have to.”

Comments on Ford’s YouTube page reference the possible looming strike. The current contract expires at midnight Sept. 14.

“Interesting timing on this video,” comments @shelbynjakesdad “From the sound of it, those workers are about to walk out on Ford.”

Several Ford workers expressed their frustration over the contract situation including @TurbochargedHobbies, who writes under the video: “I'm proud to work at Ford, but I’m ready for my wage to keep up with inflation.”