"Born to Compete"

17 May 2026

60s

Making Ford fun again.

After Ford's return to Formula One, the brand is leaning hard into the legacy explored in 2021's 'Ford v Ferrari' which set up the idea that the multi-billion dollar company is a plucky outsider. In this ad, beautifully rendered by director Aoife McArdle and fantastic effects from Black Kite Studios, four children indulge their own instinct to race by setting four tyres down a sand dune in a desert.

The idea is a simple expression of a need to race, and McArdle has followed through by making the execution as simple as the idea. The tyres subtly move into formation, suggestive of a vehicle and eventually one of the brand's iconic trucks emerges from behind one of the dunes, and tears across the sandy terrain.

This is all part of a classy new campaign helping to reset Ford's place in the car industry after years of being perceived, in an unwelcome way, as the benchmark of basic driving.

Global

Cars