As the Covid-19 virus surged during the 2020/2021 winter season, Ford urged Covid-weary Americans, especially the mask-resistant to #FinishStrong. The carefully crafted campaign appealed to a common, patriotic desire to protect family, loved ones and our communities, helping to motivate a resistant audience.
Ford’s response to the COVID-19 pandemic has contributed to its highest reputation ranking in 20 years.
(2020 Axios-Harris Poll via Ford Analytics)
Ford Marketing & Communications united to redirect its F-150 media spend to produce a public CTA narrated by award-winning actor Bryan Cranston, airing across NFL, bowl games and Super Bowl LV, targeting markets known for mask-resistant populations. To support its #FinishStrong messaging in 2021, Ford distributed 100M+ masks to underserved communities in Covid hotspots.