• by Tanya Gazdik , September 29, 2026

There's nothing funny about a vehicle that needs repair work done. But Ford Motor Co. has hired comedian Nate Bargatze as the face of its customer service campaign.

“Real Parts. Real Pros. Real Easy” uses Bargatze’s “clean, relatable humor to make vehicle service feel less intimidating while highlighting the value of genuine Ford and Motorcraft parts, factory-trained technicians and convenient service options,” according to the automaker.

Customers are keeping their vehicles longer -- the average age of vehicles on U.S. roads has reached a record high of 13 years according to Japanese financial newspaper Nikkei -- which means more opportunities for needing service. 

So Ford is investing in a service experience with the goals of being more approachable, transparent and convenient. 

The campaign, created by the creative agency VML, launches Oct. 1 with “Spread the Word,” highlighting Ford Mobile Service, and “Experts,” highlighting Ford’s factory-trained technicians and dealer service expertise.

It will run for the remainder of 2026 and through 2027 with additional spots rolling out across connected TV, digital video and paid social.

“Most people aren'texperts on how their vehicle works,” Brett Burin, executive director, U.S. Ford customer service division marketing sales and CX, writes in a blog post. “They just want to know it works, and that someone they trust is taking care of it. That idea is at the center of our new Ford service campaign. It’s built on three promises: parts designed for your vehicle, technicians trained on it, and an experience that is convenient for you.”

A comedian was chosen on purpose as the face of the campaign, Burin says.

“The humor is there for a reason,” he says. “People put off vehicle maintenance because it feels complicated, or because they worry about being talked into something they don't need. If we can make someone laughwith a credible and memorable spokesperson, we help make the process feel less intimidating, and that's half the battle.”

Bargatze is a popular comedian — he sold over 2 million tickets on his last tour and set a Guinness World Record. But he would be the first to tell you he's no expert under the hood, says Phil O’Connor, Ford’s global head of marketing communications.

“That’s the whole point,” O’Connor writes in a LinkedIn post. “Nate's humor comes from a place of genuine, cheerful curiosity, not cluelessness. He couldn't tell you what a serpentine belt does, and he's completely at peace with that. It's the kind of comedy that makes you feel seen rather than sold to. And in a category where trust is earned, that's exactly where we needed to start.”