"Made to Take It"

26 May 2026

60s

Back to the future.

Ford's new campaign is one that is lifting this dusty old brand from the doldrums and the more we see of it, the more we like it. This execution, like the others in the series, is elevated by every element. It is visually very strong, has a great music track and the voiceover, made to sound like a vintage poetry recital, delivers an authority that connects a positive idea of Ford's legacy with the more modern ideas of their vehicles' utility.

Director Lope Serrano of CANADA has pulled together an exceptional piece of advertising and it becomes another strong plank in a campaign that feels like it can make a huge difference to Ford's image, leading to an uplift in sales. It takes a little time for advertising to have a significant impact in the car market because these are big purchases that warrant a lot of consideration... but this is the advertising that does it.

UK

Cars