Ford is moving towards a new marketing approach with its latest advertising campaign under the “Built Ford Proud” tagline in collaboration with Sydney Sweeney, Dee Bryant and Kai Lenny.
With Ford’s marketing strategy largely focused on the technical aspect of its vehicles, the American manufacturer is now shifting towards emotionally driven stories about the people behind the wheel.
The rising star of HBO’s show Euphoria Sydney Sweeney is one of the central figures in this shift, telling her Ford story through an empowering spot titled “Sydney’s Garage.” The title takes inspiration from Sweeney’s existing TikTok channel, “Syd’s Garage.”
“I come from a family of mechanics. I was the only girl in the shop. A vintage Ford Bronco was my dream car,” says Sweeney at the start of the commercial.
As she works on restoring a vintage Ford Bronco in the spot, audiences get a glimpse into the meaning that a Ford …