Ford's latest campaign stresses unity following Capitol riots

Ads by Wieden + Kennedy New York debuted Saturday and will run in Inauguration

Published On
Jan 19, 2021

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Ford Motor Co. today will begin running new 30- and 60-second ads that stress unity following riots this month at the U.S. Capitol that left 5 dead.

Called "Builders," the spots focus on the ability of Americans to come together and create, featuring images of construction workers, nurses, firefighters and other volunteers.

"Look to the builders," actor and pitchman Bryan Cranston says in the commercials. "No matter what goes wrong in this country, they're out there. Follow their lead. The ones serving and building others up…Look to the people who don't give up on their principles when times get tough."

The ads do not make direct mention of the Jan. 6 riots, in which supporters of President Donald Trump broke into the Capitol building attempting to stop Congress from certifying the results of the Nov. 3 election. But they were produced less than a week after the attack by Wieden + Kennedy using scenes from previous Ford commercials.

"In tough times, Ford and our country have always come together and built things – vehicles, tanks, even relationships," Kumar Galhotra, president, Americas & International Markets Group, said in a statement. "This spot shows from our perspective where our nation should focus – on the fixers, the builders, the ones who can bring us together."

The ads debuted Saturday during college basketball on Fox. They will also begin airing on more than a dozen cable stations the same day. Ads will also run during coverage of Joe Biden's Inauguration, a Ford spokesman confirmed to Ad Age.

The spot is the latest in Ford's "Built for America" series of commercials that began running last year. Among other topics, they highlight Ford's U.S. manufacturing commitment as well as its effort to build personal protective equipment amid the coronavirus pandemic.

Michael Martinez is a reporter for Automotive News.


Jan 19, 2021
Client :
Agency :
Wieden & Kennedy - New York
Executive Creative Director :
Karl Lieberman
Creative Director :
Stuart Jennings
Creative Director :
Eric Helin
Copywriter :
Jake Thompson
Art Director :
Boris Opacic
Head of Integrated Production :
Nick Setounski
Executive Producer :
Alison Hill
Senior Producer :
Kristen Johnson
Associate Producer :
Tania Sanchez
Group Account Director :
Mike Welch
Account Director :
Phil Pennington
Account Supervisor :
Guy Campbell
Account Executive :
Tyler Smith
Assistant Account Executive :
Alycia Washington
Project Manager :
Yann Samuels
Head of Planning :
Dan Hill
Strategy Director :
Alix Toothman
Global Director of Business Affairs :
Amber Lavender
Traffic :
Sonia Bisono
Production Company :
Imperial Woodpecker
Director :
Stacy Wall
Director of Photography :
Rachel Morrison
Line Producer :
Timory King
Managing Partner :
Doug Halbert
Executive Producer :
Charlie Cocuzza
Editorial Company :
Editor :
Shane Reid
Editor :
Matt Murphy
Editorial Assistant :
Brett Holman
Senior Post Producer :
LauRenn Reed
Head of Production :
Evyn Bruce
Executive Producer :
Sasha Hirschfeld
VFX Company :
Maker :
Angus Kneale
Maker :
Greg Cutler
Maker :
Kevin Quinlan
Maker :
Mikey Smith
Maker :
Randy Krueger
Maker :
Zach Fortin
Maker :
Brandon Phillis
Maker :
Chrisitian Heyes
Maker :
Verity Grantham
Audio Post :
Sonic Union
Sound Designer/Mix Engineer :
Brian Goodheart
Producer :
Justine Cortale
Color Company :
Colorist :
Tom Poole
Color Producer :
Alexandra Lubrano
Music Company :
Executive Producer :
Sara Matarazzo
Executive Producer :
Stephanie Pigott
Producer :
Danielle Soury

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