Observed Signal · Mar 12, 2026 · Advertising Campaign · Source: https://marketingtechnews.net/feed/ · Impact: 2/5 · Sentiment: Positive
Ford Revvs Up Streaming Ads with F1 Partnership
Ford has returned to Formula 1 for the first time in over 20 years via a partnership with Oracle Red Bull Racing and is launching a streaming-era campaign titled "Every Ground Is Our Proving Ground." Created with Wieden+Kennedy NY, the campaign includes a 30-second spot plus a micro-docuseries and shorter cuts on Apple TV, where Ford is sponsoring F1 qualifying and practice rounds. The episodic spots use Apple’s sequential viewing to run across the three days of the Australian Grand Prix, spotlighting Ford engineers (including Christian Hertrich and Brian Novak) rather than celebrity drivers. The launch includes films directed by Rupert Sanders and Sam Pilling, two 15-second shorts by W+K creatives, and a tie-in with driver Daniel Ricciardo. The work continues Ford’s broader “Ready Set Ford”/extremes positioning and follows recent stunts such as the TransAmerica Trail x Google mapping project.
Illustrates creative experimentation with longer-form, sequential ad formats on streaming/CTV and cites scale of the channel (IAB $23B 2024), making it relevant to advertisers and media planners though not industry-shifting.
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Key Takeaways & Evidence Grounding
- Ford returned to Formula 1 in a partnership with Oracle Red Bull Racing after more than 20 years.
- Ford and Wieden+Kennedy NY launched the "Every Ground Is Our Proving Ground" campaign: a 30-second ad plus a micro-docuseries on Apple TV, using sequential viewing across the Australian Grand Prix.
- The films focus on Ford engineers (e.g., Christian Hertrich and Brian Novak) and highlight technology translated into consumer vehicles like the F-150 Raptor and Bronco Raptor.
- Directors and creatives on the campaign include Rupert Sanders (director), Roman Vas’yanov (cinematography), Sam Pilling (director), and W+K creatives Zak DeLange and Andrew Congleton (Behemoth).
- Ford partnered with driver Daniel Ricciardo to connect F1 precision messaging with off-road vehicle capability.
Connected Companies & Entities
8 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Ford Returns to F1 with Micro‑Doc Campaign on Apple TV
Ford has run a streaming ad campaign on Apple TV built as a short documentary-style series that unfolds in sequential episodes tied to Formula One coverage. The project highlights Ford’s engineering work as the company returns to F1 and presents short chapters that appear at different points during a race weekend rather than a single 30-second commercial. Industry coverage (Autoweek) described the work as a “micro‑docuseries.” The campaign illustrates how advertisers are experimenting with longer-form storytelling on connected TV (CTV) platforms as streaming ad inventory and tools expand; the Interactive Advertising Bureau reported US CTV ad spending reached about $23 billion in 2024. The effort also ties to Ford’s 2023 announcement that it will develop Formula One power unit technology with Red Bull Racing beginning in the 2026 season under new hybrid engine rules.
Ford Centralizes Media, Sidelines Local Dealers
Ford shifted its marketing and retail funnel in early 2026 by centralizing national sponsorships, streaming-first creative, and limited direct retail on Amazon. The company consolidated club-level MLB partnerships into a league-level exclusive automotive deal, launched a serialized campaign built for Apple TV's sequential ad format, and placed certified pre-owned Ford Blue Advantage vehicles on Amazon in a three‑market rollout. Those moves increase national reach and lower local dealer visibility: the streaming creative and Apple TV format are structurally incompatible with typical local buys, and Amazon Autos currently covers three DMAs with limited dealer participation. Industry voices warn the collapse of regional sports networks and the rise of platform-native commerce and CTV formats weaken the traditional connective tissue between national brand investment and local dealerships.
Ford, TUSHY, Laughing Cow, Sweden, Chiquita, Telstra: Campaigns
This article from The Drum highlights several recent advertising campaigns. Ford launches a service campaign with comedian Nate Bargatze. TUSHY runs a truck campaign in San Francisco crossing out AI. The Laughing Cow changes its mascot to an unsmiling version to promote a social challenge. Sweden launches a travel agency for introverts. Chiquita brings Miss Chiquita to life for breast cancer awareness. Visit St. Pete-Clearwater hires beach executives. Telstra's Steve Buscemi campaign continues.
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