Ford Motor Company is shifting gears into a bold new chapter with Ready Set Ford, its first global marketing campaign in more than ten years. Created by Wieden+Kennedy New York, the new platform positions Ford as more than a car manufacturer — it’s a brand dedicated to fueling human passion and potential.
At the heart of the campaign is a high-energy hero film directed by Seb Edwards of Park Pictures LA. The spot follows Ford drivers around the world as they use their vehicles to pursue their passions — from Mustang owners canyon-cruising at sunset to Bronco drivers tackling rugged off-road terrain, and even motorsport enthusiasts pushing their limits on the track. The film builds to a crescendo with a famous Henry Ford quote: “Whether you think you can or think you can’t, you’re right.”
Lisa Materazzo, Ford’s global chief marketing officer, called the initiative a “signal of a new chapter” for the company. “We believe people are more capable than they think — they just need a spark. Ford is here to be that spark,” she said in a blog post announcing the campaign.
The platform represents three strategic shifts for Ford: aligning its messaging with four core promises — capability, passion, community and trust; moving away from nameplate-driven marketing toward lifestyle-centric storytelling; and putting the spotlight on Ford’s most distinctive products and services, including its motorsport leadership and Ford Pro commercial line.
The campaign’s aesthetic is just as bold as its message, with cinematic VFX from Preymaker, immersive sound design from Wave Studios NY’s Aaron Reynolds, and still photography captured by Alex Kramer and Jay Kolsch. Launch assets will roll out globally across broadcast TV, connected TV, digital, social media and outdoor placements, marking the start of what Ford calls “an energetic new era of passion vehicles.”
