As the Official Truck of the NFL, Ford became a major sponsor for the League's Twitter content – including weekly livestreams of the Thursday Night Game. Our pre-roll campaign included Pittsburgh mascot "Steely McBeam"...
...as well as Houston Texans mascot "Toro the Bull" and a supporting cast of rodeo clowns. (Yes, our agency lawyers did bristle at the thought of shoving a dozen rodeo clowns into a moving horse trailer. Thanks for asking.)
Our opportunity? Making a video promoting Ford's most coveted performance truck. The problem? There wasn't a physical truck to shoot. It still mostly existed as CAD files in their engineering department. But we had a deadline to meet. So we built it all, pixel by pixel. The Raptor. Its drivetrain. Its suspension. As well as every hill, every rock, and every twig of sagebrush on screen. Definitely one of the most technically complicated projects I've ever been lucky enough to work on.
As part of Ford's prominent role during live streams of Thursday night NFL games, a season-long media buy called for a whopping 30 pieces of unique pre-roll content. The bulk of them? Hyper-paced six second executions. Our deceptively simple solution featured Mike Pereira, a popular former National Football League referee (now Fox Sports broadcast analyst) demonstrating his own officiating “signs” to promote Ford trucks.
Targeting small business owners, we explain how the newest Ford work van is (comparatively speaking) much better for their balance sheets.
Sometimes, the fickle finger of fate calls upon you to do a big, anthemic manifesto spot. It's an occupational hazard.
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