Ford launches “Ready Set Ford,” its first global marketing campaign in 15 years, highlighting Mustang, F-150, and Bronco.
Ford Motor Co. is rolling out its first global marketing campaign in more than 15 years, a bold move aimed at reinvigorating its image on the world stage. The campaign, dubbed “Ready Set Ford,” seeks to celebrate the company’s heritage while emphasizing the enduring appeal of its most recognizable vehicles.
The campaign highlights three pillars of the brand: the Ford Mustang, the F-150 pickup, and the Bronco SUV. In its debut advertisement, the Mustang takes center stage at the racetrack, with its V8 soundtrack underscoring the model’s performance legacy. Meanwhile, an F-150 King Ranch is shown corralling a runaway bull, leaning into the truck’s reputation for toughness. The ad also features a Bronco carrying a couple on a rugged outdoor adventure, reinforcing its image as a vehicle built for exploration.
The creative approach, according to Ford executives, is designed to connect emotionally with audiences by pairing vehicles with stories of action, grit, and freedom. It marks a shift toward a cohesive message that can be carried across markets worldwide, rather than tailoring separate campaigns for individual regions.
While Ford has launched major product-specific marketing in recent years, the automaker has not introduced a campaign with this level of global reach since the mid-2000s. The decision comes as the brand faces increased competition not only from longtime rival General Motors but also from international automakers and emerging electric vehicle startups.
By leveraging models that have defined Ford’s identity for decades, the company aims to build a bridge between tradition and modern appeal. Whether roaring down a track, wrangling livestock, or tackling untamed terrain, “Ready Set Ford” underscores the vehicles’ versatility while reminding consumers of the brand’s deep roots in American culture.
