Broadcast/Digital/Social

Ford said, “We need an anthem for the Expedition, our new SUV that seats eight adults.” 

We said, “An anthem? For an SUV that seats eight? How about ‘We The People’?”

End of story. It doesn’t have to be hard.

One of the amazing things about the people in “We the People” is that they are real teams, real friends, real brides and real grooms. We wanted to give them something to say “thanks” for taking time out of their lives to be in our Expedition commercial. So we made commercials about them. Maybe a little about Expedition but mostly about them. It’s meta. 

We had lots to say about an SUV that seats eight grown-ups, parks a trailer, talks to your house, and has almost as many USB ports as an Apple Store. Fortunately, we ended up with lots of footage of lots of people doing lots of that stuff. Analytics says we successfully “optimized brand assets”. Yes!