Of all the commercials that have rewritten the traditional automotive playbook of late, this one by Wieden+Kennedy London for Ford deserves to be remembered (and no doubt, will). It’s a gripping film about a sand dune tyre race. Simple and to the point. Ford was born to compete.
The 60-second spot, Born to Compete, cuts through a crowded, cliché-heavy category by returning to something simpler – action, with a film that evokes the emotion, thrill.
It sits within the new global platform, Ready Set Ford, that reframes the brand not just as a carmaker, but as a maker of tools for people who do things; whether that’s chasing adrenaline (Thrill), graft (Build) or getting out there (Adventure). The three domains are unified by a single idea – capability in motion.
Born to Compete is the first expression of the Thrill domain. The hero film distills Ford’s 100+ year racing heritage and competitive DNA into a single cinematic image – four kids racing tyres down sand dunes. The concept is rooted in history and truth. Ford was born from a race. Henry Ford’s 1901 Sweepstakes win secured the backing to launch the company, sparking a 125-year racing legacy across disciplines and terrains.
The striking film was directed by Aoife McArdle and shot by Oscar-nominated cinematographer, Adolpho Veloso, leaning heavily into craft. The tyre action was captured for real, embracing unpredictability over digital polish to give the film texture and scale. The rhythmic tension is driven by Memoria by Rosalía and Carminho, providing a high-energy pulse that mirrors the anticipation of a starting line.
The integrated Build and Adventure campaigns kick off across Europe with hero AV, Mornings. Made Possible By Doers, and Made To Take Itrespectively. While distinct in context, both are rooted in the same mindset – resilience, capability and the determination to keep going, whatever the conditions. The campaigns launch first in the UK before rolling out across other markets on the continent, and include span hero films, product cutdowns, social content and high-impact out-of-home.
Made To Take It builds on 2024’s Charge Around The Globe, in which the all-electric Explorer completed a record-setting global journey and inspire a hit Amazon Prime series.
Mornings. Made Possible By Doers reinforces Ford’s leadership position in commercial vehicles, celebrating the people who keep Europe moving every day.
Both campaigns were directed by Lopé Serrano and share a consistent visual and storytelling approach, while retaining distinct tones. In the adventure work, dramatic contrasts of light and shadow create striking, painterly compositions, elevating moments of physical challenge into something timeless. Set to Verdi’s La Traviata, the film pairs classical music with raw natural intensity to create an unexpected, heightened effect. In contrast, Mornings takes an observational approach, focusing on the physicality and rhythm of work. The interplay between stillness and activity builds a quiet tension, reinforcing the idea that progress is already underway long before it is seen.
Pete Zillig, marketing director, Ford Europe, commented,“We’ve organised the brand around capability and expressed that through three distinct domains: Build, Adventure and Thrill, because that reflects how people actually use Ford. It’s not just a communications idea, it’s shaping how we think about product and experience too. At the same time, we’re rebalancing towards the Ford brand. This is about building a system that drives sales in the short-term, but also creates long-term demand. Ready Set Ford gives us the flexibility to do both – from product-focused work to more emotive storytelling like Born to Compete, all anchored in the idea that we make capable tools for people who take action. Together the three campaigns reflect the breadth of Ford in Europe today, and our focus on building vehicles people can rely on to go further, do more, and keep moving forward.”
Alex Sattlecker and Lucas Reis, creative directors at Wieden+Kennedy London, added,“The challenge we took on was creating brand-level work that spans a wide range of audiences and vehicles. Separating the brand into three main pillars helped us set a consistent tone of voice without limiting ourselves executionally. Whether the story is about racing, work or exploring the great outdoors, each film encapsulates the confidence of Ford DNA through bold, confident filmmaking in its own way.”
