Ford’s latest campaign, Built Ford Proud, celebrates the greater community of drivers who have broken the mold, driven, innovation, and defied stereotypes for nearly 120 years. It showcases actor Sydney Sweeney, stunt driver Dee Bryant, and professional surfer Kai Lenny.
Erica Martin, Ford Marketing Communications Manager, said Built Ford Proud has always been about the immense pride the brand feels for its vehicles and the employees who build them. “Today, we are putting the spotlight on the drivers, because who they are, and what they accomplish with our vehicles, is a huge part of what makes this brand special.
Sweeney, the Emmy Award-nominated actor best known for her roles in Euphoria and The White Lotus, chronicles her love for restoring her vintage Ford Bronco on her TikTok channel. Her passion led her to team with Ford in an effort to inspire women to feel more comfortable working on their vehicles. Sweeney’s Auto 101 tutorials teach viewers how to check their vehicle tire pressure, jump a dead battery and other aspects of vehicle maintenance. The actor described the campaign as “very genuine”. “Through my Auto 101 series and the female-forward workwear collection, I hope to empower and uplift women to pursue their passions, to get involved in the world of cars, and show that everyone can follow their dreams, no matter what they are.”
Bryant, who is one of the few female African American professional stunt drivers in the entertainment industry, is determined to rally against racism and sexism and pave the way for the next generation of female stunt drivers. She will give viewers a closer look at the Mustang Mach-E and unleash her skills in a three-part social series. Lenny, the Big Wave surfer’s mental toughness and physical strength can only be matched by Ford trucks. She will show a day in the life of a world champion as he and his family, use their fleet of Ford trucks to transport his team, jet skis and retired coast guard boat around Maui, Hawaii.
The Built Proud campaign draws a clear distinction about a company that invented “how to build” speaks honestly and proudly about Ford’s cars and trucks, and positions the brand uniquely suited to take on the future.
