Ford enlisted Born Social to create a
campaign for its BlueCruise hands-free driving technology. The work builds on Ford's “Arrive Ready” platform.
The goal is to show how drivers can arrive more focused. The car
manages steering, braking and acceleration, but drivers must keep their eyes on the road.
The spots use adventure athlete Matthias Weger and climber William Bosi as they travel to sporting
challenges. Weger trains in northern Italy ahead of defending his title at Ekstremsportveko, the world’s largest extreme sports festival. Bossi undertook a tough climbing route in southeastern
France.
“Traditional advertising often starts with the product and works backwards. Social-first creativity starts with the communities. The challenge wasn’t showing hands-free
driving. It was finding real people with something meaningful at stake and using their stories to make the technology feel relevant,” said Simon Cooper, executive creative director, Born
Social.
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The work is running across Ford’s U.K. social channels and European markets, such as France, Germany, Greece, Italy, Portugal and the Netherlands. There are also athlete
collaborations, paid social amplification and creator-first cutdowns designed for Instagram, TikTok and YouTube Shorts.
The initial spot debuted this month and a second comes in August. The
ads cut between moments inside the car and during athletic feats. A tightening grip becomes a kayaking maneuver. Concentration in the driver's seat becomes focused on the rock face.
“We
play in serious environments. Aside from the physical exhaustion, mental capacity is absolutely crucial. Having BlueCruise assist us on those journeys helps save energy and keep a fresh mind for
what’s ahead,” said Weger.
The agency’s brand work also includes Guinness, Ford, Barclays and Asda.