If your team hasn't won a championship in 66 years and finally got their chance, what would you do?
This is the question we asked ourselves heading into the 2024 NFC Championship between Ford’s Detroit Lions and the San Francisco 49ers. We created a film, narrated by Michigan-raised actor Jeff Daniels, that celebrated the grit and determination of the Lions, the fans who support them, and the city they call home. Because, like Ford, the Lions know Pride Is Built.
Similar to Ford, the Detroit Lions are a core part of the Motor City’s soul. For decades, they have put their heads down, put in the work, and stayed driven to make a positive mark on the NFL. The city, the fans, and Ford have always supported the Lions (they play in Ford Field, after all), but this work was a public moment for a Detroit icon to recognize another Detroit icon.
The Detroit Lions came up one game short, but their season was nothing short of incredible, winning their first division title in over 30 years. And if you ask the team or anyone in Detroit, they’ll likely say this is just the beginning.