Watch Ford’s tribute to Detroit Lions playoff run

The Detroit Lions on Sunday fell one game short of what would have been their first Super Bowl appearance—but that did not stop Ford from celebrating the team’s playoff run. The automaker posted a tribute video to social media shortly after the team’s heartbreaking loss to the San Francisco 49ers in the NFC championship. Narrated by actor Jeff Daniels, who was raised in Chelsea, Michigan, the video links the Lions’ successful season to the gritty image long associated with Motor City. Wieden+Kennedy New York handled the video. “We have to reach and grab and fight because there are no shortcuts here,” Daniels says against black-and-white Detroit scenes, including an overhead view of the Lions’ home stadium that carries that automaker’s name. Voice rising, Daniels ends the video with a hopeful nod to next season: “We are Detroit. We aren’t going anywhere. We are knocking at the door again and again—made for January and February. We will be back.” The video, called “Pride is Built,” plays off of the “Built Ford Proud” marketing line that Ford has long used. The automaker is expected to lend paid media support for the ad in the coming days. Thank you @lions for showing the world what this city has always known. Back to work. #OnePride pic.twitter.com/Dc54Syzxvj— Ford Motor Company (@Ford) January 29, 2024 Ford’s Motor City rival General Motors has also played into the Lions’ buzz—ahead of the team’s game against Tampa Bay a week ago, GM tweaked its logo atop Detroit’s Renaissance Center, adding a tail off the ‘g’. Then this week, GM added an animated “Grr” to the logo. Ford has tighter links to the team. After all, the Ford family controls the team, with Sheila Ford Hamp serving as principal owner of the franchise that has played in Ford Field since 2002. As Lions fans contemplate what might have been after the team blew a commanding first-half lead to the 49ers, over in the AFC, Kansas City Chiefs fans are celebrating. And brands are already capitalizing on what will be two weeks of Travis Kelce-Taylor Swift buzz, including American Airlines, which is having fun with some flight numbers: American Airlines just added its flights from Kansas City to Las Vegas and back for Super Bowl LVII.KC → LV: Flight 1989LV → KC: Flight 87 pic.twitter.com/IlXWyxSwHs— Front Office Sports (@FOS) January 29, 2024 The Chiefs will take on the 49ers in the Super Bowl on Feb. 11 on CBS.

Watch Ford’s tribute to Detroit Lions playoff run

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