My Take on Ford's "Ready Set Ford" Campaign: Bold Move, But Here's What I'd Change

IMPORTANT DISCLAIMER: This is my personal analysis of Ford's marketing campaign as a marketing exercise. These are my opinions and observations about their strategy - not direct suggestions to Ford Motor Company.

Here's something I think too many brands get wrong — they create different messages for different markets and wonder why their brand feels scattered. While working for Tim Mahoney as a content marketing lead on global Chevrolet, who, bias aside and prior to his retirement, I believed to be the best automotive CMO of the last 20 years, I learned how

Ready Set Ford Commercial

important global consistency is more than most marketers realize. When someone sees your brand in São Paulo, Seoul, or Seattle, they should get the same core feeling about who you are and what you stand for. Mixed messages create confused customers, and confused customers don't buy. That's why I think unified global campaigns aren't just nice-to-haves, but essential for building real brand equity in today's connected world. This brings me to Ford's new "Ready Set Ford" campaign. I've been thinking about it since it launched last week during Thursday Night Football. Why? Well, for one, Ford is a former employer, the one who brought me home from Madison Ave to work in Social Media and communications. Two, I was fortunate enough to speak on global brand promises at Ford during a marketing roadshow that took me all over the U.S., including the opportunity to deliver a commencement address at Virginia Commonwealth University. From "Opening the Highways to All Mankind" to "Go Further", I've been waiting to see what is next for the Blue Oval, and this just so happens to be Ford's most significant marketing swing in over 15 years.

Why I Think Ford's Timing Is Actually Perfect

In marketing, timing is everything, and I believe Ford launched this campaign at exactly the right moment. Ford CMO Lisa Materazzo previously said that not all brands will survive the current industry shake-up, and it's easy to see how volatile the auto industry is with shifting sentiments related to EVs, the threat of Chinese competitors, and customers being pushed into loans they can't afford.

Ford spent two years developing this campaign, and I think that shows. Instead of rushing out another "look at me" ad, they built their strategy around four core ideas: capability, passion, community, and trust.

I like how they're focusing on people instead of just cars. Materazzo told CNBC the campaign "focuses on the people who buy its cars rather than the cars themselves." Since Chevrolet's "awards" campaign homogenized the concept of awards (I once wrote an entire paper on deciding force factors in awards and the dilution of prestige), I think this approach makes total sense when every car company has a difficult time distinguishing its product against competition.

What Ford Gets Right (And Why I'm Impressed)

I have to give Ford credit for some genuinely smart moves here.

First, I love that they're unifying their global marketing. For the first time in decades, Ford will look the same whether you're in Detroit or Dublin. Materazzo says, "By Q1 of 2026, all of our global markets will be in market with 'Ready Set Ford.'" I think this consistency will pay off. It's something I worked on for years at GM and you could see how the markets and their consumers reacted to a unified front in marketing. As long as Ford can moderate the inputs, giving the markets a framework to go off of, and allow the markets some autonomy in who they present content to, there is absolutely no downside to this approach — plus there's efficiencies to be found in content production through this approach!

The debut ad hits differently, too. Instead of boring specs, you see people actively using Ford vehicles — racing Mustangs, using F-150s to wrangle cattle, and taking Broncos on canyon adventures. Ford made the right call, focusing on its core vehicles. While Mustang sales may speak otherwise, it's still a brand icon, as are the F-150 and Bronco. Leaning into that passion reinforces just how different they are from their competition.

And honestly, I think the motorsports angle works well. Ford is returning to Formula 1 in 2026 and crushed the Baja 1000. It's no secret that Ford CEO Jim Farley is a fanatic about racing, often seen behind the wheel himself. Adding to their credible racing heritage gives the ad and the positioning a more aspirational approach akin to Nike's Just Do It campaigns from back in the day.

Where I Think Ford Is Missing the Mark

But here's where I get frustrated with this campaign — Ford completely ignores their biggest problem.

I think sidestepping the quality issue is a huge mistake. Ford set a record for recalls just through June 2025. That's costing them billions, and everyone knows about it. Yet this campaign pretends quality concerns don't exist.

Look, I get that you don't want to highlight problems in advertising, especially your first impression ad. But I believe smart brands acknowledge weaknesses head-on instead of hoping people forget. When you promise "capability" and "trust" while actively managing quality crises, people notice the disconnect. Ford should modify the campaign to show what they're doing to finally tackle the quality monster that's haunted them for decades. I mentioned Ford highlighted people in the ad, well Ford engineers and designers are people too and turning the camera on them to show how innovative they're thinking to bring quality products to market is a great extension to problem solve through advertising.

What I'd Do Differently

If I were advising Ford (which I'm not — this is just my marketing analysis), here's what I'd change:

• I'd address quality head-on. Create messaging that acknowledges improvement efforts without sounding defensive. I think transparency builds trust way better than silence.

• I'd get more specific about target customers. Pick actual demographic segments instead of vague "lifestyle audiences." I believe precision targeting works better than trying to reach everyone.

• I'd include more relatable scenarios.  Now that you've kicked the campaign off with your passion products, cascade to the other brand products. Show families road-tripping in Explorers, small business owners using Transit vans, urban professionals with compact cars. I think diverse ownership experiences matter.

• I'd leverage Ford's customer data better. With 122 years of buyer information, Ford could personalize messaging based on actual usage patterns. I believe data-driven targeting beats aspirational guesswork.

Industry Context That Matters

I think it's important to understand what Ford is up against. EV sales hit 1.4 million units in the US during 2024. Chinese competitors like BYD are expanding globally. The competition will eventually find its way to our front doors.

Ford's lifestyle positioning could work if they execute it consistently. I think this approach differentiates them from GM's tech-heavy messaging and Toyota's reliability focus.

The Henry Ford quote that ends their ad — "Whether you think you can or think you can't, you're right" — I actually like that. It connects personal empowerment themes with Ford's heritage in a way that feels authentic.

On a personal note — I've seen brand advertising, especially in the automotive industry, get flushed down the toilet in exchange for easy cash-on-the-hood incentive-heavy spots. Without sounding too preachy, auto brands must move beyond product specifications to emotional connection. However, execution consistency across all touchpoints will determine success.

My Bottom Line Assessment

I think Ford's "Ready Set Ford" campaign shows strategic thinking about brand differentiation. The focus on human capability instead of vehicle features creates an emotional connection that specifications simply can't match.

But I believe campaign success depends entirely on execution consistency and addressing those underlying quality issues. You can't build trust through marketing alone if customer experiences contradict your campaign promises.

I think the global scope and lifestyle focus position Ford well for industry changes ahead. Whether "Ready Set Ford" actually drives sales growth depends on Ford delivering on every single promise — capability, passion, community, and trust — across every customer touchpoint. The campaign is a bold gamble, I think could pay off if Ford backs up the marketing with real improvements. But if they don't? I believe this disconnect between promise and reality could hurt them more than no campaign at all.