Photo source: Ford From The Road
The return of Ford to the world of Formula 1 after more than two decades marks a central moment in the next phase of the global brand platform Ready Set Ford. In partnership with the team Oracle Red Bull Racing, the automaker is using the growing popularity of the sport to demonstrate how technologies developed on the racetrack ultimately make their way into vehicles driven by everyday consumers.
Instead of relying on traditional commercials, the campaign introduces a different approach to television advertising. During race broadcasts on Apple TV, ad breaks are transformed into a connected series of short stories – a kind of “micro-documentary” format that gradually introduces viewers to the story of engineering, performance and technological development.
As reported by Marketing Dive, the ads are designed to build on one another. The first spot introduces the world of racing and the extreme environments in which vehicles are developed, while subsequent spots explain in greater detail how technologies tested in Formula 1 translate into production vehicles from Ford, including the F-150 Raptor, Bronco Raptor and an upcoming electric pickup.
https://www.youtube.com/watch?v=Tua7WYlzCJU
The creative platform Every Ground Is Our Proving Ground emphasizes the idea that true vehicle capability is proven in extreme conditions. The central 30-second film blends slow-motion and real-time footage of racetracks, off-road terrain and vehicle testing, creating a visual connection between motorsport and everyday mobility. The campaign also includes additional spots highlighting the brand’s history in off-road racing, as well as shorter formats focused on the engineering of key components used in both F1 cars and consumer vehicles.
The growing global popularity of Formula 1 has further opened the door for brands looking to participate in the sport’s cultural and commercial momentum. Alongside its partnership with Oracle Red Bull Racing, Ford will serve as the title sponsor of practice sessions and qualifying races throughout the season, further strengthening its presence within race broadcasts.
Streaming distribution through Apple TV also allows the campaign to target audiences with greater precision. Ads can be tailored to different viewer segments, from passionate Formula 1 fans to potential car buyers, while enabling a narrative that unfolds across multiple sequential spots.
The return to Formula 1 is also part of a broader brand strategy launched with the global platform Ready Set Ford in September 2025. It represents the company’s first attempt in more than fifteen years to unify its marketing under a single global communications concept, focused on audiences the brand describes as builders, adventurers and thrill-seekers.
The campaign will extend far beyond race broadcasts. A wide multichannel activation is planned, including social media, digital formats, on-site experiences, out-of-home placements, linear television and connected TV, with the same core message adapted to different channels and contexts.
