How Ford Motor Company Advertises on Meta

# Ad summary This ad showcases the Ford app interface on a smartphone screen, highlighting features such as remote climate control, scheduling, and vehicle status monitoring. # Brand positioning Ford is presented as a modern, tech-forward automotive brand that embraces innovation and connectivity. The ad emphasizes the convenience and control that Ford provides to its customers through its mobile app, positioning the brand as a leader in integrating technology into the driving experience. The focus on remote features and vehicle status monitoring suggests a brand that values customer convenience, safety, and peace of mind. This positions Ford as a brand that is not only about building cars, but also about enhancing the overall ownership experience through technology. # Product The Ford app is a mobile application designed for Ford vehicle owners. It allows users to remotely control and monitor various aspects of their vehicle, such as climate control, door locks, and vehicle status. The app also enables users to schedule vehicle-related tasks. The app is compatible with select smartphone platforms and requires an activated vehicle modem for remote features. The ad highlights the app's ability to provide real-time information, such as the vehicle's range (80% 200 mi) and next departure time (Thu 8:34 PM). # Visual style The ad has a clean and modern visual style, with a focus on showcasing the Ford app interface. The color palette is primarily dark, with light gray text and icons for contrast. The overall aesthetic is tech-focused and user-friendly. # Hooks Headline: None used # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a view of the Ford app interface on a smartphone screen. This is intended to immediately showcase the app's features and functionality from the customer's perspective. - The interface displays key vehicle information, such as range and next departure time. This is intended to highlight the convenience and real-time monitoring capabilities of the app from the brand's perspective. - The interface also shows options for climate control, door locks, and vehicle controls. This is intended to demonstrate the remote control features of the app from the brand's perspective. - The interface includes a scheduling feature, allowing users to schedule vehicle-related tasks. This is intended to further emphasize the app's convenience and control from the brand's perspective. - The ad concludes with legal disclaimers regarding app compatibility, data rates, and feature availability. This is intended to provide transparency and manage user expectations from an external source.

# Ad summary This ad promotes the FordPass app, highlighting its remote start, lock/unlock, GPS tracking, and vehicle management features. The ad uses a clean, modern design with text overlays and app interface visuals to showcase the app's functionality and new look. # Brand positioning Ford is presented as a modern, tech-forward automotive brand that prioritizes convenience and control for its customers. The brand aims to occupy a space in the consumer's mind as an innovator in vehicle management through its FordPass app. The ad aligns with a lifestyle of connectivity and ease, pushing against the traditional norms of manual vehicle operation. The brand positioning is both functional (remote control, GPS tracking) and emotional (peace of mind, convenience). # Product The FordPass app is a mobile application designed for Ford vehicle owners. It allows users to remotely start their vehicle, lock and unlock doors, track the vehicle's GPS location, and manage vehicle health. The app provides features such as monitoring fuel level, tire pressure, and scheduling maintenance. It is compatible with select smartphone platforms and requires an activated vehicle modem, compatible network availability, and a Ford account. The app's USPs include free remote features, a new look, and a user-friendly interface. The ad addresses the purchase barrier of vehicle management by offering a convenient, all-in-one solution. # Visual style The ad has a clean, modern aesthetic with a focus on showcasing the app's interface. The editing style uses quick cuts to transition between features. The production quality is polished, resembling a commercial. The pacing is consistent, with cuts timed to the music beats. The audio-visual sync is well-coordinated, with text and product actions timed to the music. # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 00:00–00:02 The FordPass logo appears, transitioning to the text "THE FORD APP," introducing the app as the focus of the ad. - 00:02–00:05 00:02–00:05 The ad showcases the "REMOTE START" feature with a visual of the app interface, demonstrating how users can start their vehicle remotely. This highlights the convenience and control offered by the app. - 00:05–00:07 00:05–00:07 The ad transitions to the "LOCK AND UNLOCK" feature, showing the app interface with the lock/unlock options. This reinforces the app's ability to provide security and remote access. - 00:07–00:10 00:07–00:10 The ad highlights the "GPS TRACKING" feature, displaying a map interface within the app. This emphasizes the app's ability to monitor the vehicle's location and security. - 00:10–00:12 00:10–00:12 The ad showcases "VEHICLE MANAGEMENT" features, displaying an interface with vehicle status and maintenance options. This demonstrates the app's comprehensive vehicle management capabilities. - 00:12–00:14 00:12–00:14 The ad concludes with a visual of two phones displaying the app interface, accompanied by the text "NEW LOOK NEW FEEL AVAILABLE NOW," encouraging users to download and experience the updated app.

# Ad summary This image ad highlights Ford's US vehicle assembly numbers. The ad showcases a partially assembled silver pickup truck in a factory setting. # Brand positioning The ad showcases Ford as an American automaker that prioritizes domestic production. By emphasizing that Ford assembles more vehicles in the U.S. than any other automaker, the brand positions itself as a champion of American manufacturing and jobs. This functional positioning aims to appeal to customers who value supporting the domestic economy and brands with a strong presence in the United States. # Product The product featured is a Ford pickup truck, presented mid-assembly in what appears to be a manufacturing plant. It has a silver body, black wheels, and an incomplete front end with some panels missing. The ad highlights Ford's commitment to assembling vehicles within the United States, which could appeal to consumers who prioritize American-made products. # Visual style The ad features a high-quality, studio-shot image. The visual motifs include an industrial setting and the prominent display of the product. The image treatment emphasizes natural lighting and realistic details. The typography is large and bold. # Hooks Headline: FORD ASSEMBLES MORE VEHICLES IN THE U.S. THAN ANY OTHER AUTOMAKER. # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by stating that Ford assembles more vehicles in the U.S. than any other automaker. The brand is using this statement to emphasize its dedication to domestic manufacturing and job creation. The viewer experiences this from the brand's point of view. - The ad displays a partially assembled Ford pickup truck within a factory setting. The brand aims to give viewers a behind-the-scenes look at their manufacturing process while showcasing the vehicle. The viewer experiences this from the brand's point of view. - The ad concludes with the Ford logo. The brand is reinforcing its identity and solidifying the message of American manufacturing. The viewer experiences this from the brand's point of view.

# Ad summary This ad showcases the 2025 Ford Bronco Sport SUV in an outdoor setting, emphasizing its ruggedness and readiness for adventure. # Brand positioning Ford, as presented in this ad, positions itself as a brand synonymous with adventure and outdoor readiness. The focus on the Bronco Sport SUV, set against a rugged mountain backdrop, implies that Ford aims to occupy the space of a reliable vehicle for those who embrace an active lifestyle. The brand aligns with values of exploration, durability, and capability, suggesting that customers should care because Ford provides the means to pursue their adventurous spirit. By showcasing the vehicle in a challenging off-road environment, Ford pushes against the norm of urban-focused SUV advertising, instead highlighting its vehicle's functional performance in demanding conditions. The brand positioning is both functional, emphasizing the vehicle's capabilities, and emotional, appealing to the desire for freedom and exploration. # Product The 2025 Ford Bronco Sport SUV is presented as a rugged and capable vehicle designed for outdoor adventures. The ad showcases the vehicle in a mountainous terrain, implying its suitability for off-road driving. The vehicle is equipped with optional equipment and available Ford Accessories. The ad addresses the purchase barrier of uncertainty about off-road performance by visually demonstrating the vehicle's ability to handle challenging terrains. The ad encourages viewers to consult the Owner's Manual before off-road driving, know their terrain and trail difficulty, and use appropriate safety gear, reinforcing the brand's commitment to safety and responsible adventure. # Visual style The ad features a highly polished, studio-shot image with a focus on showcasing the vehicle in a rugged outdoor environment. The image treatment includes color grading to enhance the natural tones of the landscape and vehicle. The typography is integrated in a clean and legible manner, complementing the overall visual aesthetic. The style aims to convey a sense of adventure and capability, aligning with the brand's positioning. # Hooks Headline: READY SET Ford # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a shot of the 2025 Ford Bronco Sport SUV navigating a rocky, mountainous terrain. This is intended to immediately convey the vehicle's ruggedness and off-road capabilities from the brand's perspective. - The focus then shifts to the vehicle's design and features, highlighting its readiness for adventure. This is from the brand's perspective, aiming to showcase the vehicle's appeal to those seeking outdoor experiences. - The ad concludes with a reminder to consult the Owner's Manual and use appropriate safety gear, reinforcing the brand's commitment to safety. This is from the brand's perspective, emphasizing responsible adventure.

# Ad summary This ad promotes Ford Employee Pricing, presenting various Ford and Lincoln vehicles driven by frontline workers, demonstrating Ford's appreciation for their service. The advertisement concludes with the message, 'You pay what we pay,' emphasizing savings during the Employee Appreciation event. # Brand positioning Ford and Lincoln are presented as brands that acknowledge and appreciate frontline workers. They align with values of reliability and community support, with vehicles shown in the context of essential services like healthcare and emergency response. The brand positioning leans functional with a secondary focus on emotional messaging. By emphasizing 'Employee Pricing', Ford aims to distinguish itself by extending internal savings to broader customers, positioning itself as a brand that values and supports those who serve. # Product The ad highlights a range of Ford and Lincoln vehicles. Ford vehicles include various trucks and SUVs used in different work scenarios, such as construction and emergency response. Lincoln models, though less emphasized, are shown in professional settings. The key feature promoted is the ‘Employee Pricing,’ which offers customers the same pricing benefits as Ford employees, suggesting significant savings. The ad targets potential buyers who value reliability, practicality, and affordability, addressing the purchase barrier of cost by offering a substantial discount. # Visual style The ad has a polished commercial aesthetic, combining natural light and studio-lit shots. The editing is quick and transitions are smooth. The pacing is consistent at approximately 8 cuts per minute. The audio-visual sync is timed with music beats, enhancing the overall impact of the visuals. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 00:00–00:01 A man in a construction setting is carrying lumber with a Ford truck visible in the background. - 00:01–00:03 00:01–00:03 A healthcare worker is sitting in her Ford SUV, presumably at a hospital parking lot. - 00:03–00:04 00:03–00:04 A title card appears stating, “FORD EMPLOYEE PRICING”. - 00:04–00:06 00:04–00:06 Emergency personnel are shown working with a Ford SUV. - 00:06–00:07 00:06–00:07 A frontline worker with safety glasses is shown in a factory environment. - 00:07–00:09 00:07–00:09 A title card appears stating, “YOU PAY WHAT WE PAY”. - 00:09–00:10 00:09–00:10 The Ford and Lincoln logos are displayed.

# Ad summary This ad showcases Ford vehicle cleaning kits. The image features a woman cleaning the truck bed of a Ford truck, highlighting the effectiveness of the product. The cleaning kit components are displayed in the foreground, emphasizing the comprehensive nature of the cleaning solutions available. # Brand positioning Ford is presented as a provider of comprehensive vehicle care solutions, extending beyond just manufacturing vehicles. The brand aims to occupy a space in the consumer's mind as a one-stop-shop for all things related to vehicle ownership and maintenance. Ford aligns with values of quality, durability, and care for one's vehicle. The brand pushes against the norm of car manufacturers not being as involved in the after-care and maintenance of vehicles, positioning itself as caring and involved. This positioning is functional, providing owners with a means to maintain and care for their vehicles, and also has an emotional component, aligning with the pride of vehicle ownership and the desire to keep one's property in good condition. # Product The Ford Vehicle Cleaning Kits are comprehensive sets of cleaning products designed specifically for Ford vehicles. The kit includes various cleaning agents, such as soaps and protectants, as well as tools like brushes, cloths, and a squeegee. The products appear to be suitable for both interior and exterior cleaning. The kit is for Ford vehicle owners who take pride in maintaining their vehicles' appearance and condition. The unique selling point is that these kits are specifically formulated and branded for Ford vehicles, ensuring compatibility and quality. The use occasion shown is washing the truck bed of a Ford truck. Purchase barriers addressed may include the uncertainty of choosing the right cleaning products for a Ford vehicle, as this kit provides a curated and brand-approved solution. The ad encourages viewers to consider the convenience and effectiveness of using a kit specifically designed for their vehicle. # Visual style The ad features a studio-shot image with a focus on product presentation. The visual motifs include a product showcase arrangement with the context of use subtly included in the background. The image treatment includes background blur and selective focus to draw attention to the products. The typography integration is clean and simple, with a clear headline. The ad aims for a native feel with high-quality visuals to capture attention in-feed. # Hooks Headline: Introducing the Ford Vehicle Cleaning Kits. # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with an image of a Ford truck being cleaned with a pressure washer, implying the ease and effectiveness of the Ford Vehicle Cleaning Kits, from the brand's perspective. - The visual then shifts focus to a collection of cleaning products and tools, showcasing the comprehensive nature of the Ford Vehicle Cleaning Kits, from the brand's perspective.

# Ad summary This ad showcases the interior of the 2025 Ford Expedition SUV. A woman is shown sitting in the driver's seat, with the vehicle's dashboard and interior features prominently displayed. # Brand positioning Ford is presented as a modern, innovative, and technologically advanced automotive brand. The emphasis on features like BlueCruise, a driver-assist technology, positions Ford as a leader in vehicle automation and safety. This positioning is functional, highlighting performance, safety, and advanced technology, appealing to consumers who value these aspects in their vehicles. # Product The ad features the 2025 Ford Expedition SUV, highlighting its spacious interior and advanced technology. The vehicle is shown with a woman in the driver's seat, hands-free, emphasizing the BlueCruise driver-assist feature. The SUV includes a large touchscreen interface that displays navigation and vehicle functions. This feature aims to address potential purchase barriers related to technology, safety, and convenience, making the vehicle attractive to those looking for a modern and easy-to-use driving experience. # Visual style The ad features a highly polished, studio-shot image that highlights the interior of the Ford Expedition SUV. The visual motif centers on clean lines, modern design, and a focus on technology. The image treatment includes soft lighting and color grading to emphasize the car's interior and create a sense of comfort and luxury. The large, bold typography integrates seamlessly with the overall design, enhancing scannability and stop power in feed. This approach contrasts with platform-native styles, aiming for a high-design feel that conveys quality and sophistication. # Hooks Headline: READY SET Ford # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a woman seated in the driver's seat of the 2025 Ford Expedition SUV. The primary message is to showcase the vehicle's modern interior and comfortable design, told from the perspective of a potential customer or observer. - The focus then shifts to the interior features, with an emphasis on the large touchscreen display and BlueCruise technology. This segment aims to highlight the SUV's innovative technology and user-friendly interface. The brand is telling this part of the story. - Finally, the ad concludes with the brand logo and a mention of available features, subtly reinforcing the brand identity and offering further information on the car's functionalities. This serves to emphasize Ford's commitment to safety and innovation, as framed by the brand itself.

# Ad summary This ad promotes the Ford app, which allows users to remotely control and monitor their Ford vehicles. The ad features a screenshot of the app interface, highlighting features such as fuel level monitoring, remote start, locking/unlocking, and scheduling. # Brand positioning Ford is presented as a modern, tech-forward automotive brand that prioritizes convenience and control for its customers. The brand aims to occupy the space of innovation and connectivity in the automotive industry, offering a seamless integration between the vehicle and the driver's digital life. By providing remote access and monitoring capabilities through the Ford app, the brand aligns with a lifestyle that values efficiency and peace of mind. Ford pushes against the traditional norm of solely relying on physical interaction with the vehicle, instead offering a digital interface for enhanced control and information. The brand positioning is both functional (providing remote control and monitoring) and emotional (offering convenience and peace of mind). # Product The Ford app is a mobile application designed for Ford vehicle owners, providing remote control and monitoring capabilities. It allows users to check the fuel level (displayed as "80% 400 mi"), schedule the next departure (shown as "Sun 8:34 PM"), remotely turn off the vehicle via a slide function, and lock or unlock the doors. The app also includes a scheduling feature, represented by icons for a car and a wrench. The app is compatible with select smartphone platforms and requires an activated vehicle modem for remote features. The ad addresses the purchase barrier of limited control and information by offering a comprehensive digital interface for managing the vehicle. # Visual style The ad features a clean, modern visual style with a focus on the Ford app interface. The color palette is primarily dark, with white and gray text and icons providing contrast. The image is well-lit and polished, giving it a professional and trustworthy appearance. The overall design is simple and easy to understand, emphasizing the app's user-friendly interface. # Hooks Headline: None used # Benefits - [object Object] - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] - [object Object] # Storyline - The ad opens with a view of the Ford app interface on a smartphone, immediately establishing the context of remote vehicle control. This is from the brand's perspective, showcasing the app's features and ease of use to draw the viewer in. - The app interface displays key vehicle information such as fuel level and next departure time, highlighting the convenience of remote monitoring. This is from the customer's perspective, demonstrating how the app can provide valuable information at a glance. - The interface then shows options to slide to turn off the vehicle, lock/unlock the doors, and schedule functions, emphasizing the remote control capabilities. This is from the brand's perspective, showcasing the range of features available to the user. - The ad concludes with legal disclaimers, providing transparency and ensuring compliance. This is from an external source, adding credibility and trustworthiness to the brand.

# Ad summary This ad promotes Ford and Lincoln employee pricing on select models for a limited time. It uses footage of construction workers and industrial settings to highlight the ruggedness and reliability of the vehicles. # Brand positioning Ford and Lincoln are presented as brands that stand for hard work and dependability. The ad uses images of construction workers and industrial settings, associating the vehicles with the values of labor, strength, and American industry. The brand positions itself as accessible through employee pricing, suggesting honesty and value for the working class. While highlighting functional vehicles like trucks, the ad evokes an emotional connection to values of diligence and the importance of work. # Product The ad features Ford and Lincoln vehicles, primarily trucks, suited for demanding work environments. The Ford truck is shown on a construction site, implying its utility for transporting materials and personnel. The Lincoln vehicle is presented as a premium option, offering comfort and style while maintaining the brand's commitment to reliability. The main selling point is the employee pricing offer, allowing customers to purchase or lease vehicles at the same price as company employees, suggesting a transparent and fair deal. The ad highlights the availability of this offer on eligible 2023, 2024, and 2025 models, but excludes specific models like the 2023 Bronco and Raptor. This offer is available through participating dealers with specific conditions on placing a retail order by 7/8/24. # Visual style The ad has a rugged, industrial aesthetic, utilizing footage from construction sites. The color palette is dominated by blues, grays, and browns, with occasional pops of color from the construction workers' attire. The production quality is high, with clear, well-lit shots. The editing is simple with static shots and hard cuts. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:01 The ad opens with a construction worker carrying lumber. - 00:01–00:02 Then, a construction worker is on top of a steel frame of a building. - 00:02–00:03 The ad then transitions to a black screen with the text 'FORD EMPLOYEE PRICING' displayed. - 00:03–00:04 A Ford truck is shown at a construction site. - 00:04–00:05 A construction worker in a reflective vest gestures toward a Lincoln. - 00:05–00:06 A close-up of a construction worker wearing safety glasses. - 00:06–00:08 The text 'YOU PAY WHAT WE PAY' is displayed on a black screen. - 00:08–00:10 Finally, the logos for Ford and Lincoln are displayed.

# Ad summary This ad promotes Ford Employee Pricing for all customers. The ad features a variety of people working in different industries followed by blue text promoting the offer. It concludes with the Ford and Lincoln logo. # Brand positioning Ford is presented as a brand for the working class, providing quality and reliable vehicles for people in different industries, from construction to farming, to industrial manufacturing. The ad associates Ford with values such as hard work, community, and dependability. The Ford Employee Pricing offer suggests a brand that values its customers by giving them access to the same prices as its own employees. The brand positioning is both functional and emotional, highlighting the practicality and the company's commitment to its customers and workforce. # Product The ad focuses on Ford vehicles like pick-up trucks and vans designed for various professional uses. These vehicles cater to a wide range of industries, including construction, agriculture, and manufacturing, offering reliable transportation and utility for day-to-day work. The key selling point is the Ford Employee Pricing, which allows all customers to purchase or lease eligible Ford vehicles at the same prices that Ford employees pay. This addresses the purchase barrier by providing significant savings and increased affordability. # Visual style The ad features a polished commercial aesthetic with a mix of outdoor and indoor shots. It includes quick cuts between scenes to showcase various industries and workers. The pacing is moderate, with the cuts synchronized to the music. The overall production quality is high, reflecting a commercial-grade presentation that aims to build trust and credibility in the Ford brand. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:02 The ad begins by showing a white Ford pick-up truck at a construction site with a construction worker in the foreground. - 00:02–00:03 The narrative transitions to a white Ford van parked outside a suburban house, with a contractor carrying pipes and a toolbox. - 00:03–00:04 The ad then shows blue text on a black background promoting 'Ford Employee Pricing' to highlight the current promotional offer. - 00:04–00:05 The scene changes to a woman working on a farm, carrying a crate of crops. - 00:05–00:06 The ad shifts to a woman working on a clay mold in an industrial setting. - 00:06–00:07 The ad ends with a close-up of a woman wearing safety glasses, working in an industrial setting. - 00:07–00:09 The ad shows the text 'You Pay What We Pay' on a black background in blue font. - 00:09–00:10 The ad concludes with the Ford and Lincoln logos.

# Ad summary The ad features the 2025 Ford Expedition SUV, showcasing its rugged design and off-road capabilities in a desert landscape. The tagline "READY SET Ford" is used to promote the vehicle. # Brand positioning Ford is presented as a reliable and capable brand, particularly known for its SUVs. The brand is positioning themselves in the automotive market with a focus on ruggedness, performance, and readiness for adventure. The visuals and language suggest that Ford caters to customers who value both functionality and a sense of exploration. The brand seems to lean into the category norms of capability, while adding a layer of off-road readiness that competitors may not emphasize as strongly. # Product The ad features the 2025 Ford Expedition SUV, specifically the Tremor model. This is a sport utility vehicle designed for both on-road and off-road adventures. The SUV features a rugged design with visible black wheels and a capable build. The ad copy acknowledges the importance of consulting the Owner's Manual before off-road driving, emphasizing safety and awareness of terrain and trail difficulty. This suggests that the SUV is geared towards those who seek adventure but value responsible and safe usage. # Visual style The ad uses a professional, studio-shot style with a focus on showcasing the vehicle in a natural setting. The image has a slightly desaturated color palette, giving it a rugged and adventurous feel. Typography is clean and modern, integrated into the bottom of the frame to convey essential information without being distracting. The overall style is intended to be highly scannable and attention-grabbing in a social media feed, balancing polished visuals with a sense of real-world capability. # Hooks Headline: READY SET Ford # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad showcases the 2025 Ford Expedition SUV in a desert landscape, creating a sense of adventure and capability. The intention is to highlight the vehicle's ruggedness and readiness for off-road conditions from the brand's perspective. - The tagline "READY SET Ford" is presented, conveying a message of preparedness and excitement, meant to resonate with potential buyers from the brand's perspective. - A disclaimer reminds viewers to consult the Owner's Manual before off-road driving, reinforcing safety and responsibility from the brand's perspective.

# Ad summary This ad showcases the Ford Pivot Storage Box. A man unlocks and opens the storage box in the bed of a truck, and removes tools, indicating the convenience and usefulness of the Ford accessory. # Brand positioning Ford is presented as a trusted brand that focuses on customer ownership, providing support and convenience to its customers. The ad highlights the brand's commitment to quality and customer satisfaction through Ford-approved accessories. The brand aims to occupy a space in the consumer's mind as a reliable and innovative provider of automotive solutions, emphasizing that the accessories are tested and backed by Ford, ensuring they meet the brand's high standards. Ford aligns with a lifestyle of productivity and convenience, offering accessories that enhance the functionality and usability of its vehicles. The ad does not directly address competitor behaviors but focuses on the functional benefits of its products. The brand positioning is functional, emphasizing performance and simplicity. # Product The product is the Ford Pivot Storage Box, an official Ford accessory designed for truck beds. It provides a convenient and secure storage solution for tools and other items, allowing easy access and organization. The storage box is Ford-approved, tested, and backed, ensuring its quality and reliability. It is shown being used to store and retrieve tools, implying it is for truck owners who need to carry and access their tools frequently. The box features a pivot function for easy access, and is designed to fit seamlessly into the truck bed, maximizing space and usability. The ad addresses the need for organized and accessible storage in a truck bed, highlighting the product's utility and convenience. # Visual style The ad features a clean and straightforward visual style, focusing on demonstrating the product's functionality in a real-world setting. The editing style is simple with static shots and smooth transitions. The production quality appears polished, with natural lighting. The pacing is consistent, and the cuts are timed to align with product actions. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:00 The Ford logo is displayed on a blue background. - 00:00–00:08 00:00–00:08: A man is shown opening the back of a truck and accessing a black storage box labeled Ford. He opens the storage box, takes out tools, and closes the box again. - 00:08–00:11 00:08–00:11: The Ford logo appears again, along with text stating, "Mobile Service, Dealer Service, Accessories, Pickup & Delivery, Ford Protect," followed by the website ford.com/accessories. The final text reads, "Ownership built around you."

# Ad summary This ad showcases Ford accessories and presents the Bronco Badlands as a means to build future memories. The ad opens with footage of fishing, with the frame in the style of a social media post. It then shows footage of a Bronco owner setting up an awning, and sipping coffee. # Brand positioning Ford is presented as a brand that empowers customers to build future memories through its accessories and the Bronco Badlands vehicle. The ad emphasizes the emotional value of outdoor experiences and aligning the Ford brand with an active and adventurous lifestyle. Ford's positioning leans into emotional connection by showcasing how its products enable consumers to make lasting memories through recreation. # Product The ad promotes Ford accessories, as well as the 2024 Bronco Badlands model. The Ford accessories featured include fishing nets and awnings. The Bronco Badlands is presented as a vehicle for outdoor adventures and creating lasting memories. The ad highlights its capability with the line "Build future memories." # Visual style The ad features a blend of UGC-style footage and polished commercial visuals, creating an authentic and adventurous feel. The editing rhythm is consistent with quick cuts, enhancing the fast-paced vibe. There is sync between the text overlays and the visual cuts. # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - 00:00–00:06 The ad opens with a view of a fishing net submerged in a flowing river. - 00:06–00:10 The ad cuts to someone installing an awning on the Bronco. - 00:10–00:17 The camera focuses on a hand pouring and taking a sip of coffee, followed by a view from under the awning.

# Ad summary The image ad for Ford emphasizes that Ford assembles more vehicles in the U.S. than any other automaker. It shows an unfinished truck on what appears to be a factory assembly line. # Brand positioning Ford is positioned as an automotive leader with a focus on American manufacturing. The brand aligns with values of domestic production and job creation, contrasting against competitors who may rely more on overseas assembly. The ad promotes the idea that Ford's commitment to U.S.-based assembly is a key differentiator, appealing to customers who prioritize American-made products and want to support the domestic economy. # Product The product featured is an incomplete silver Ford truck on an assembly line. The front of the truck is partially assembled, with exposed mechanical components and a missing front panel on the driver's side. The truck has black wheels, and the visible sections of the interior and doors are silver. The visible design details include the Ford logo on the front grill and the overall modern truck body style. The image emphasizes the manufacturing process, showcasing the vehicle in a state of partial completion within a factory setting. The ad draws attention to the fact that Ford trucks are assembled in America. # Visual style The ad features a high-quality, studio-shot image with clear and direct lighting. The visual motif is industrial, showing the truck in a factory setting to emphasize the assembly process. The image has a slightly cool color grade to match the industrial aesthetic. The typography is large and bold to ensure scannability. The style is native, fitting well within a standard in-feed context, aiming to capture attention through a combination of a visually interesting unfinished truck and a strong factual headline. # Hooks Headline: FORD ASSEMBLES MORE VEHICLES IN THE U.S. THAN ANY OTHER AUTOMAKER. # Benefits - [object Object] - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with the bold claim that Ford assembles more vehicles in the U.S. than any other automaker. This statement is intended to immediately grab the viewer's attention and establish Ford's dominance in American manufacturing; told from the brand's perspective. - The visual of an unfinished Ford truck on an assembly line reinforces the message of domestic production. It offers a behind-the-scenes look at the manufacturing process and emphasizes Ford's commitment to assembling vehicles in the United States; told from the brand's perspective. - The ad concludes by visually reinforcing the Ford brand with the Ford logo at the bottom, combined with a citation indicating the source of the claim about vehicle assembly. This is meant to provide credibility and encourage viewers to trust Ford's statement; told from an external source.

# Ad summary This ad promotes Ford and Lincoln vehicles with employee pricing for healthcare workers. It shows healthcare professionals using Ford vehicles in various roles and situations, highlighting the brand's appreciation for their service. # Brand positioning Ford and Lincoln position themselves as brands that support and appreciate healthcare workers. The ad emphasizes affordability and accessibility, suggesting that these vehicles are within reach for healthcare professionals. The use of 'employee pricing' implies a special, exclusive offer, fostering a sense of value and gratitude. The brand is seen as a practical and reliable choice for individuals dedicated to serving others. # Product The ad features a range of Ford and Lincoln vehicles, including trucks, SUVs, and vans. While specific models are not explicitly named, the visuals showcase the vehicles in real-world settings. The product descriptions focus on how the vehicles fit into the daily lives and professional demands of healthcare workers. A key selling point is the "Ford Employee Pricing," which suggests the vehicles are offered at a significantly reduced cost, removing a major purchase barrier. # Visual style The ad combines staged shots with elements of user-generated content (UGC) to create a sense of authenticity. The editing is relatively straightforward, with quick cuts between scenes to maintain a fast pace. The production quality is polished, with good lighting and clear visuals. # Benefits - [object Object] - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - 00:00–00:01 The ad opens with scenes of healthcare workers using Ford vehicles in their professions. - 00:01–00:02 The scene transitions to a female healthcare worker sitting in her vehicle and talking directly to the camera. - 00:02–00:03 The text "FORD EMPLOYEE PRICING" appears on a black screen, emphasizing the offer. - 00:03–00:06 More scenes are shown of healthcare and rescue workers using Ford vehicles in demanding situations. - 00:07–00:08 The ad returns to a black screen with text that reads "YOU PAY WHAT WE PAY," reinforcing the value proposition. - 00:09–00:10 The Ford and Lincoln logos appear, along with legal disclaimers.

# Ad summary This ad reminds Ford vehicle owners to renew their Ford Security Package before their trial ends. The ad features a silver Ford truck parked at night under streetlights. # Brand positioning Ford is presented as a provider of not just vehicles but also comprehensive security solutions. The brand aims to occupy a space in the consumer's mind as a reliable and forward-thinking automotive company that prioritizes the safety and security of its customers' investments. By offering a security package, Ford aligns with values of protection, peace of mind, and modern technology. This positions Ford against category norms where car manufacturers primarily focus on vehicle performance and features, rather than post-purchase security services. The brand positioning is both functional, providing a tangible security solution, and emotional, offering reassurance and protection against theft. # Product The Ford Security Package is a service designed to protect Ford vehicles from theft, requiring the FordPass app, modem activation, and an activated plan. It comes with a one-year included trial from the new-vehicle warranty start date, after which purchase is required. The package requires vehicle connectivity and a connected mobile device with enabled push notifications to function. The ad addresses the purchase barrier of ongoing subscription costs by framing it as a necessary renewal to maintain continuous security. The ad highlights the importance of renewing the package before the trial ends, emphasizing the value of uninterrupted protection against theft. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a nighttime scene with a focus on the vehicle. The image treatment includes color grading to enhance the nighttime atmosphere. The typography is large and bold, making it easily scannable. The style contrasts with platform-native content, giving it a disruptive feel in the feed. # Hooks Headline: Theft doesn't stop. Neither should your security plan. # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with the statement, "Theft doesn't stop. Neither should your security plan," which is intended to grab the viewer's attention by highlighting the ongoing risk of vehicle theft and the need for continuous protection. The brand is telling the audience that security is an ongoing concern that requires a proactive solution. - The ad then urges the viewer to "Renew the Ford Security Package before your trial ends," which is intended to create a sense of urgency and prompt immediate action. The brand is telling the audience to take action to ensure their vehicle remains protected. - The ad concludes with a disclaimer stating, "Ford Security Package requires FordPass® app, modem activation, and an activated plan. Equipped Ford vehicles come with a one-year included trial from new-vehicle warranty start date, after which purchase is required. Requires vehicle connectivity and a connected mobile device with enabled push notifications. Ford Security Package is not available in the US territories. Terms apply." This is intended to provide full transparency and manage expectations. The brand is providing important details about the security package.

# Ad summary This ad showcases a family inside a 2025 Ford Explorer SUV. The ad is focused on positioning the vehicle as family-friendly and adventure-ready. # Brand positioning Ford is presented as a reliable and family-oriented brand, offering vehicles designed for both everyday use and adventurous outings. The brand aims to occupy a space in the consumer's mind as a provider of versatile and dependable SUVs. By showcasing a family enjoying a trip in the Explorer, the brand aligns with values of togetherness, exploration, and active lifestyles. The brand is not explicitly pushing against or following any competitor behaviors in the ad, but focuses on functional benefits and a touch of emotional connection by highlighting family moments. Ford aims for a blend of functional reliability and emotional resonance with its target audience. # Product The product being advertised is the 2025 Ford Explorer SUV. It is presented as a spacious vehicle, suitable for families, with an open sunroof to enhance the travel experience. The SUV is shown in the context of a family road trip, suggesting it is designed for comfort and convenience during travel. The ad highlights the vehicle's capacity to accommodate multiple passengers and cargo, as seen with the family members and cooler in the back. The image addresses the need for a reliable and spacious vehicle for family outings, suggesting that the Explorer offers the necessary space, comfort, and features to make travel enjoyable. # Visual style The ad has a bright, lifestyle-oriented visual style. The image is well-lit and features natural light streaming through the sunroof. The color palette is soft and inviting, with light grays and reds dominating the scene. The composition is designed to showcase the interior space of the vehicle and the family enjoying a trip. The overall style is intended to feel authentic and relatable, conveying a sense of adventure and togetherness. # Hooks Headline: READY SET Ford # Benefits - [object Object] - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] - [object Object] # Storyline - The ad opens with a family inside the 2025 Ford Explorer SUV, creating a scene of togetherness and adventure. This is included to establish the setting and introduce the key elements of the ad, focusing on family and the vehicle. This part of the story is told from a neutral, observational point of view, allowing the audience to see the family dynamic within the vehicle. - The family is shown smiling and interacting, with a parent placing a cooler in the back, which highlights the vehicle's spaciousness and suitability for family trips. This is included to emphasize the practical aspects of the SUV and its ability to facilitate family activities. This part of the story is told from the brand's perspective, showcasing the vehicle's features and how they enhance the family's experience. - The ad concludes with the text "2025 Ford Explorer® SUV READY SET Ford", reinforcing the brand and model name while implying readiness for adventure and family fun. This is included to leave a lasting impression on the viewer and connect the vehicle with positive emotions and experiences. This part of the story is told from the brand's perspective, solidifying the brand message and call to action.

# Ad summary This ad promotes the Ford app and its remote features, such as remote start, lock, and unlock. # Brand positioning The Ford app is presented as a modern, tech-forward solution for Ford vehicle owners. The brand aims to occupy the space of convenience and control, positioning itself as an essential tool for managing and interacting with your Ford vehicle remotely. The brand aligns with a lifestyle of ease and connectivity, offering features that simplify vehicle management. By providing remote access and control, Ford pushes against the traditional limitations of vehicle ownership, offering a functional and practical solution for the modern driver. # Product The Ford app is a mobile application designed for Ford vehicle owners, offering remote control and monitoring capabilities. It allows users to remotely start, lock, and unlock their vehicles, as well as locate them. The app provides real-time information such as fuel level and next departure time. It addresses the purchase barriers of convenience and accessibility by providing key vehicle functions at the user's fingertips. The app is compatible with select smartphone platforms and requires an activated vehicle modem for remote features. The ad highlights the app's ability to provide free remote features, making it a valuable tool for Ford owners. # Visual style The ad has a clean, modern visual style with a focus on showcasing the Ford app interface. The production quality is highly polished, with a studio-shot feel. The visual motifs include a grid layout within the app interface and a gradient background. The image treatment includes subtle color grading and drop shadows to enhance the visual appeal. The ad mimics a platform-native style, resembling a typical smartphone app display, which enhances scannability and stop power in the feed. # Hooks Headline: START IT. LOCK IT. LOCATE IT. # Benefits - [object Object] # Features - [object Object] - [object Object] - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens by showcasing the Ford app interface on a smartphone screen, highlighting its key features: start, lock, and locate. This is intended to immediately grab the viewer's attention and introduce the app's core functionalities from the brand's perspective. - The smartphone screen displays vehicle information such as fuel level, next departure time, and a visual of the vehicle. This provides a glimpse into the app's capabilities and user interface, demonstrating the level of control and information available to the user from the brand's perspective. - The ad concludes by emphasizing the free remote features of the Ford app, such as remote start, lock, and unlock. This reinforces the value proposition and encourages viewers to download and use the app from the brand's perspective.

# Ad summary This image ad highlights the Ford company's commitment to supporting its workforce by being the automaker that employs the most hourly workers. # Brand positioning Ford is positioned as an American automaker that values its workforce. The ad does not showcase a vehicle, but focuses instead on the people who work at the company's factories. This suggests that Ford prioritizes fair labor practices and contributing to the economy by providing jobs. The brand aligns with values of social responsibility and community support, potentially pushing against industry norms of solely focusing on product features or technological innovation. The positioning is both functional, as it highlights the company's employment numbers, and emotional, as it appeals to consumers who value ethical labor practices. # Product This ad does not focus on a particular car model, but on the Ford company as a whole, highlighting its role as an employer. The product being advertised is the Ford brand itself, emphasizing its commitment to employing a large workforce of hourly workers. This appeals to consumers who value domestic job creation and fair labor practices. It serves to address any potential purchase barriers related to concerns about labor ethics, by showcasing Ford's investment in its employees. # Visual style The ad features a production-quality, studio-shot image. The visual motif includes the Ford logo and tagline placed over a realistic factory scene. The image treatment involves balanced lighting. The typography is large and bold for the main headline, emphasizing the key message. The visual style aims to convey a sense of authenticity and pride in American manufacturing. # Hooks Headline: FORD EMPLOYS MORE HOURLY WORKERS THAN ANY OTHER AUTOMAKER. # Benefits - [object Object] # Features - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad starts with a bold statement that "FORD EMPLOYS MORE HOURLY WORKERS THAN ANY OTHER AUTOMAKER.". This serves as a headline meant to grab the viewer's attention and convey the main message of the ad. It is told from Ford's perspective, showcasing its commitment to supporting its workforce. - The ad features a photograph of a Ford factory worker who is working on car parts at the factory. This is shown from Ford's perspective to humanize the Ford brand and to visually reinforce the headline's message. - The Ford logo is displayed in the top-right and bottom-right. This is shown from Ford's perspective to clearly identify the brand associated with the message and visual. - A disclaimer states "Based on 2025 year-end hourly employment data." This is shown from Ford's perspective to provide additional credibility and transparency to the headline's message.

# Ad summary This image ad showcases the 2025 Ford Expedition SUV in an outdoor setting, emphasizing its rugged design and readiness for adventure. The ad aims to capture attention with a visually appealing presentation of the vehicle and concise messaging. # Brand positioning Ford is presented as a brand synonymous with rugged capability and readiness for adventure. The ad emphasizes the brand's commitment to producing vehicles that are not only functional but also stylish and prepared for any terrain. Ford aims to occupy a space in the consumer's mind as a reliable and adventurous brand, aligning with a lifestyle of exploration and outdoor activity. The brand pushes against the norm of solely focusing on urban or family-oriented vehicle positioning, instead highlighting the Expedition's ability to handle off-road conditions. The brand positioning is both functional, showcasing the vehicle's capabilities, and emotional, appealing to the desire for adventure and freedom. # Product The advertised product is the 2025 Ford Expedition SUV, a vehicle designed for both on-road and off-road adventures. The SUV is shown in an outdoor setting, highlighting its rugged design and capability. Key features are implied through the visual presentation, such as its sturdy build, off-road tires, and high ground clearance. The Expedition is presented as a vehicle ready for any terrain, appealing to customers who value adventure and exploration. The ad addresses the purchase barrier of potential concerns about off-road capability by showcasing the vehicle in a natural, rugged environment, suggesting it is well-suited for such conditions. The ad conveys that the 2025 Ford Expedition is a versatile and capable SUV worth considering for those seeking adventure and reliability. # Visual style The ad features a highly polished, studio-shot image of the 2025 Ford Expedition SUV. The visual motif is clean and modern, with a focus on showcasing the vehicle in a natural environment. The image treatment includes color grading to enhance the vehicle's appearance and create a sense of adventure. The typography is large and bold, ensuring scannability and stop power in the feed. The style contrasts with platform-native content, aiming to stand out with its high-design aesthetic. # Hooks Headline: READY SET Ford # Benefits - [object Object] # Features - [object Object] - [object Object] # Call to action None used. # Point of view - [object Object] # Storyline - The ad opens with a visual of the 2025 Ford Expedition SUV positioned on a sandy terrain, immediately conveying its readiness for off-road adventures. This is included to capture the viewer's attention and set the tone for the ad, showcasing the vehicle's rugged capabilities from the brand's perspective. - The text "2025 Ford Expedition® SUV" is displayed, followed by "READY SET Ford", reinforcing the message of preparedness and associating it with the Ford brand. This is included to clearly identify the product and brand, emphasizing the vehicle's model year and linking it to Ford's reputation from the brand's perspective. - A disclaimer at the bottom states, "2025 Ford Expedition® Tremor® model shown. Always consult the Owner's Manual before off-road driving, know your terrain and trail difficulty, and use appropriate safety gear." This is included to provide necessary legal information and encourage responsible off-road driving from the brand's perspective.