Ford bets on passion and capability with first global campaign in 15 years

Ford Motor Company has unveiled "Ready set Ford", its first global brand campaign in more than 15 years, as the automaker looks to modernise its positioning and reconnect with customers.

The campaign marks a new chapter for the 122-year-old brand, aiming to signal energy and excitement while putting customer lifestyles at the centre of its strategy.

At the heart of the campaign is a one-minute film blending cinematic storytelling with Ford’s brand message. It opens with a man sprinting down a deserted track before cutting to a racetrack where Ford cars thunder past, as if he is competing with their speed. 

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The narrative then shifts to lighter moments, including two men chasing a wild cow in a Ford, and a couple cruising along a dirt road enjoying the scenery. Dramatic orchestral music ties the vignettes together, closing with the voiceover: “Someone once said, whether you think you can, or you think you can’t, you’re right.”

As part of the launch, Ford outlined three major shifts underpinning its global marketing approach. First, the company is aligning around four brand promises: capability, passion, community, and trust. The four brand promises will guide how Ford delivers its products and experiences, from motorsport investments to philanthropic programmes such as Ford Philanthropy and Ford Building Together.

Second, Ford is pivoting from leading with nameplates to leading with customer lifestyles, using distinct lifestyle groups to shape product design, retail experiences, and marketing decisions.

Finally, the brand will spotlight its most distinctive offerings, including its Bronco SUVs, Mustang range, motorsports portfolio, and Ford Pro services, rather than letting its high-volume vehicles define the company image.

The campaign is being positioned as the external expression of a broader transformation within Ford, which has been in the works for several years.

“'Ready set Ford' is more than a tagline. It’s a catalyst designed to help our customers reach their full potential and feel ready for anything,” said Lisa Materazzo, global chief marketing officer, Ford Motor Company.

Its launch follows Ford’s latest push in the Philippines with the "#iDriveFord" campaign, which spotlights its growing owner community. Tied to the arrivals of the New Ford Territory Hybrid and the All-New Ford Mustang Mach-E, the initiative encourages drivers to share unscripted experiences that showcase how Ford vehicles enable everyday adventures, from weekday commutes to spontaneous road trips.

By highlighting how Filipinos use models such as the Everest, Ranger, and Territory in their daily lives, the campaign underscores Ford’s push toward more authentic, lifestyle-driven storytelling.

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