In our latest campaign for Bronco Sport we continued building on the brand's "Built Wild" ethos to demonstrate the Sport's off-road capability with the help of...goats.
For Raised by Goats, Ford recruited a family of goats to tell the mythical origin story of how the Bronco Sport developed its impressive off-road capability, playing off its terrain management system with 7 available G.O.A.T. modes (Goes Over Any Type of Terrain). The 60-second spot depicts the story of an abandoned colt found by goats who adopt it and teach it how to navigate rough terrain in a way that makes the little horse more rugged and capable than an average horse. G.O.A.T. was also the original code name for the first Bronco in 1966.
We followed this up with "Go There," emphasizing the Bronco Sport's terrain management system, and its ability to take outdoor enthusiasts everywhere.