"Make It Revoloutionary" is the latest iteration of Ford's Built For America platform, focusing on the automaker's massive commitments to electrification, technology, and sustainability. The campaign signals a shift in Ford's marketing and brand positioning, from the types of narratives they tell, to the ways they craft them.
The new commercials underscore Ford's push toward a more sustainable America, highlighting the updates the brand is making to a number of iconic nameplates.
To tell this story, we worked with two-time Oscar-winner Chloé Zhao (Nomadland, The Rider), a director known for her unique ability to capture the heart and soul of modern America. In the film “Make it Revolutionary,” Zhao brings the human side of the transition to electric vehicles to the fore, showing how this revolutionary technology can still feel incredibly familiar.