• by Tanya Gazdik , Yesterday

Ford Motor Co. is launching its first new global campaign in over 15 years.

Themed “Ready Set Ford,” it was created by Wieden+Kennedy and features the voiceover of longtime Ford spokesperson Bryan Cranston.

The effort is more than a new tagline, says Ford CMO Lisa Materazzo, who calls it “an evolution, not a revolution.”

“It's not about changing who we are,” she says. “It's about sharpening our focus and reorienting our business around two things, our core strengths and how we leverage those core strengths to the benefit of our audience.”

It will roll out to the majority of Ford’s regions across the globe by the end of the year with the final markets added in early 2026, she says. 

The automaker is “doubling down” on its commitment to consumers and how Ford shows up for them. 

“But it's important to note that it's not just how we show up in the form of products,” she says. “It's everything that we do. It's products, services and experiences.”

Ford has been struggling with a string of product recalls lately and Materazzo says while the campaign doesn’t directly address quality, it does emphasize that Ford is there for all its customers. 

There are many benefits of having a strong brand, she says. 

“The first thing it can do is, it can change consumer perceptions, it can build trust and advocacy with consumers and it also can contribute immensely to total shareholder return,” Materazzo says. “Our vision is to lead for the next 100 years, and in order to do that, we want to put our customers first, and that's what we're doubling down on.”

The auto industry is going through historic transformation in many forms, she says. 

“We look at the changes in competition, we look at the new powertrain offerings, we look at new shopping and buying tools, and also the shift to digital,” Materazzo says. “It’s our belief that not all brands are going to survive this transformation. It's our belief that the ones who do survive are the ones who recognize that brand is their most valuable asset, and they invest accordingly.”

Ford is moving beyond a "vehicle-first" mindset to focus on the emotional lifestyles they serve, she says. The new strategy showcases how distinctive products and services enable customers' adventures, thrills and ambitions, rather than just what Ford makes.  

The three distinct lifestyles include: doers and creators, boundary-pushers craving speed and performance and explorers drawn to discovery. And the campaign aligns around four promises: capability, passion, community and trust. 

The fast-paced 60-second anthem spot shows a variety of Ford vehicles in several different scenarios including on the racetrack, a work truck being used to herd a cow, and as a way to escape across formidable terrain on an off-road adventure. 

It ends with Cranston speaking a single line: “Someone once said, whether you think you can or think you can’t, you're right.”

The quote is unattributed in the spot, even though on creative boards used to explain the approach, it labels the automaker’s founder as its source. 

“The quote is commonly attributed to Henry Ford, but its exact origin is somewhat unclear,” Materazzo tells Marketing Daily. "Also, there are variations of it that have appeared. But think of it as a bit of an easter egg. If you know, you know.”

The "Ready Set Ford" campaign launches in the U.S. on Sept. 10 across linear TV (kicking off with Thursday Night Football), digital, social and out-of-home channels. It will highlight "badass" drivers, creators and ambassadors.

“And one of the things that we will leverage is our longstanding partnership with (“Tonight Show” host) Jimmy Fallon,” Materazzo says.

Ford’s luxury division, Lincoln, is also going through a similar exercise where they're reevaluating their brand and looking at what how they're expressing it to an external audience, she says, but declined to offer any further details.