You don’t buy a car for its name. You buy it because you like it. So, when Ford wanted to introduce a new tagline and prove to the world that their cars could hold up to the best, it seemed fitting to show them off without any badges on the cars.  Or the spot. 

How’d it work? Well, the spot had over 2.9 million views on YouTube, it was #1 on the Advertising Age Viral Chart in May of 2012 and J. Mays, Group VP of Global Design and Chief Creative Officer at Ford said the spot was “The most inspirational advertising I have seen since I’ve been at Ford.” 

When one knows their vehicle is being serviced properly, they tend to walk out of the dealership with quite a bit of confidence. Swagger, if you will. George Costanza swagger.

PBR. Not Pabst Blue Ribbon, but Professional Bull Riding. What the work doesn’t show is the glory: met my fair share of cowboys; wrote ‘scripts’ for a 22 episode series (that were all watched to conclusion) surrounded by piles of manure; witnessed the process of branding, castrating, and inoculating baby bulls; sat on a 1500 lb bull named Chicken and didn’t die.

Micro is small. Mike Rowe, however, was very, very big. Especially for Ford. We traveled to 13 cities over two years with him as he took his man-on-the-street antics to whomever would listen. Biggest accomplishment: getting him to say things the way legal preferred him to say it.