Ford Motor Company | The Future Comes Standard
Background
Ford needed a new campaign platform that would resonate in California with its uniquely large and diverse market. They wanted something with longevity, strong differentiation, and broad appeal across all Californians, not just the traditional “truck guy” audience. Ford was seen as an outdated brand that didn’t have all the tech features that best-selling auto brands have.
Assignment
My copy partner and I were tasked with developing a campaign that could authentically connect with California’s diverse communities and landscapes, while reinforcing Ford’s position as the best vehicle choice with all the tech features they need.
Solution
We created the campaign platform The Future Comes Standard. To bring it to life, we shot footage across multiple regions of California, highlighting the state’s diversity through casting, wardrobe, props, and scenery. We intentionally showcased a wider range of people and environments to reflect modern California and attract new audiences. Our team produced and edited more than 20 unique spots, tailored for different vehicles, offers, and media placements.
Results
The campaign delivered a fresh, inclusive message that expanded Ford’s reach beyond its traditional audience. It successfully positioned Ford as a forward-looking brand deeply connected to California’s people and culture. GTB agency loved The Future Comes Standard platform so much that they decided to use it for the Ford national campaign, and produced over 100 additional videos to be used throughout the country under the campaign name The Future is for Everyone.
Creatives - Aidan Byrne, Juan Sostre
Editors - Emma Backman, Edward Khoma | Cabin LA. Louis Palacios | Wild Manor
Producer - Ryan Woodman
Director - Jeff Yeats
Animation - Friends of Mine
Music - Dynamite Laser Beam