THE NEW STRENGTH
FORD F-150
Ford refreshed its F-150 truck in early 2024. We were asked to develop launch creative for the campaign, specifically catered to the Hispanic market.
The concept - “The New Strength" - and the majority of the copy in this campaign was written by me in English and then translated to Spanish.
This campaign ran in early 2024 nationwide, primarily on Hispanic-focused channels.
ANTHEM VIDEO
We took a long-form, general market spot created by Wieden + Kennedy and gave it our own Hispanic flavor. We added voiceover to a previously silent spot and gave the story a narrative about the true strength that the F-150 and its drivers hold.
SCRIPT (SPANISH)
Fortaleza es cargar mucho sobre tus hombros
y el resto en tu camioneta.
Fortaleza es preferir escuchar grillos que aplausos.
Fortaleza es empezar de cero para darle todo a los que más cuentan.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is carrying a lot on your shoulders,
and even more in your truck.
Strength is preferring the sound of crickets
over the sound of applause.
Because strength started with nothing,
and gives everything to those who matter most.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
LEGACY
SCRIPT (SPANISH)
Fortaleza es construir un legado,
y poder llevarlo a donde quieras.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is building a legacy,
and taking it wherever you go.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
OWNERSHIP
SCRIPT (SPANISH)
Fortaleza es hacer la cama,
y llenarla de herramientas.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is making your bed,
and putting your tools in it.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
LEADERSHIP
SCRIPT (SPANISH)
Fortaleza es poner la comida en la mesa,
pero siempre comer de último.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is putting food on the table,
but always eating last.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
DECISION
SCRIPT (SPANISH)
VO: Fortaleza es saber cuándo llevar la delantera,
y cuándo dejarse llevar.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is knowing when to lead the way,
and when to let go.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
DILIGENCE
SCRIPT (SPANISH)
Fortaleza es medir dos veces
para cortar solo una vez.
Presentamos la nueva Ford F-150 2024.
Fuerza así de inteligente, solo puede ser F-150.
SCRIPT (ENGLISH)
Strength is measuring twice
to cut only once.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
RADIO
SCRIPT (ENGLISH)
Actions speak louder than words.
Open the available Pro Access Tailgate of the new Ford F-150,
with easy access swing gate,
and turn your truck bed into your new workshop.
Connect your tools to the available Pro Power Onboard.
Whether you need to weld…
or cut wood…
with the F-150 you can.
Tough this smart can only be called F-150.
Built Ford Proud.
Built Ford Tough.
SCRIPT (ENGLISH)
Whether you’re under the spotlight,
or under your own roof,
Whether you’ve got 90 minutes or 9 hours.
Whether you’re facing changes,
or a long drive.
Strength is doing everything
as if the whole world were watching.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
Built Ford Proud.
Built Ford Tough.
SCRIPT (ENGLISH)
You’ve got a lot on your hands.
But you only have to lift a finger
to back up with available Pro Trailer Backup Assist™.
So whether you’re working hard or playing hard,
this truck’s got your back.
Because we made it to be a crucial part of your team.
Introducing the new 2024 Ford F-150.
Tough this smart can only be called F-150.
Built Ford Proud.
Built Ford Tough.
Agency: Zubi
CD: Sabrina Ochoa
ACD: Roberto Lopez
Sr. AD: Nuno Mendes
CW: Johnny Constable