“Over the last year and a half, Ford has managed not only to weather the pandemic but further cement its iconic American status through new products, its pandemic response, and compelling content. When the pandemic broke out last March, Ford was one of the first brands with a COVID-era ad, acknowledging the challenges people faced while also offering customers’ real relief in the form of car-payment flexibility. In 2020, Ford produced more than 140 million masks, 20 million face shields, 50,000 ventilators, and 32,000 powered air-purifying respirators in partnership with technology company 3M. To mark its efforts, and build morale among employees, it created an award-winning eight-minute documentary called On the Line, about how Ford/UAW employees came together to build those ventilators and PPE, attracting 35.5 million media impressions. Ford’s reveal of the all-new Bronco whipped up a preordering frenzy and smashed reservation goals within 45 minutes of the website launch. The brand created a prime-time media event across three Disney networks—ABC, ESPN, and National Geographic—unveiling the new Bronco models in three short films directed by Oscar winner Jimmy Chin. It sparked 89 million visits to Ford.com and more than 300,000 completed Bronco configurations, and 150,000 reservations.”

– Fast Company

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