QuÉ GOLAZO DE CAMBIO
FORD MOTOR COMPANY
Hispanics love scoring and celebrating world-shaking goals, especially if they happen in a decisive match.
But Hispanics are also scoring big outside the pitch.
And the summer of 2023 was jam-packed with soccer - with the Gold Cup, the Women's World Cup, the Nations League and the youth tournament Copita Alianza all back-to-back.
So, during this “Summer of Soccer,” Ford authentically joined the Latino conversation by assisting and celebrating golazos – on and off the pitch.
PHASE 1: ANTHEM VIDEO
ENGLISH
SPANISH
PHASE 2: EL CAMBIO
“Over half (57%) of Hispanic Enthusiasts say they have reshuffled their priorities to watch an important game, including skipping family or friend events, taken off work, spent money they did not have or traveled miles to watch an important match.” (Source)
With so much soccer and so little time this summer, Hispanics were in a tough position. They wanted to be there for their friends and family, but didn’t want to miss the best soccer tournaments, like the Women’s World Cup.
Ford’s purpose is to help people pursue their dreams and passions. So, we helped Hispanics not miss a fútbol moment, while also giving their friends, family and colleagues a memorable experience.
Ford “subbed” a soccer freestyler, Laura Biondo, for an everyday fan during the USA vs. Netherlands Women's World Cup game on July 26th.
Biondo, a soccer freestyler, filled in for the fan wherever they had to be, while they enjoyed the fútbol match.
The fan got to enjoy the match. Their family and friends got to hang with a soccer personality. And Ford got to capture the moment for social media and digital content.
Qué golazo de cambio. Everybody wins.
CALL TO ENTRY
APPLICATIONS + WINNER
After fans submitted their entry videos, we choose 3 finalists, then left it up to the public to choose our winner. The winning entry was a soccer mom named Meesh, wanting to escape her kids for an evening to watch the USA match with her mother.
ENTER THE SUB
Agency: Zubi
CD: Sabrina Ochoa
ACD: Roberto Lopez
Sr. AD: Nuno Mendes
CW: Johnny Constable