Ford UK’s new merch line was inspired by ‘Passenger Princess' TikTok memes
Mustang Mach E’s hands-free assisted driving lets anyone relax and look good during the ride
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Why be a Passenger Princess when you can be a Driver Princess?
Ford UK is tapping into the Passenger Princess TikTok memes, which typically feature a woman who likes to be driven around in luxury, rather than taking the wheel herself. Ford’s twist on the trend is based around the Mustang Mach E’s hands-free assisted driving, which allows the driver to be princess-like as well.
A line of merch, developed by Wieden+Kennedy London and its Bodega social-first creative studio, includes items such as the Passenger Princess shades, keychain, thermos, hand cream and rings. The items were designed by Beta Design Office, a studio in London.
High-profile female influencers including Nella Rose, Farah, Beth McCreadie and Lisah will help promote the campaign. The campaign will run across Ford UK's Instagram and TikTok accounts. Fans will have a chance to grab a limited-edition Ford Passenger Princess kit, and will also be directed to register for a test drive of the Mustang Mach-E.
“Ford’s BlueCruise hands-free driving technology is unlocking new possibilities for drivers who, previously, have had little chance to enjoy long journeys and have some fun with their friends and family,” said Catherine Blee, passenger vehicle director at Ford Britain. “Passenger Princess is a trend we love, and through BlueCruise drivers now have the chance to become a Passenger Princess in their own right.”
“It can be easy for brands to jump into internet culture, but not so to do it authentically,” said Gabriel Marchi, head of Bodega. “Ford’s Passenger Princess accomplishes that by seamlessly connecting a massive social media trend to an exclusive feature of the Mach-E. Delivering through a merch line and influencers rather than assets demonstrates Ford’s boldness and creative edge, showing audiences that it is not only moving towards the future of advertising but helping shape it.”
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Credits
- Date
- Jul 31, 2024
- Client :
- Ford (UK)
- Client :
- Ford
- Agency :
- Wieden & Kennedy-London
- Creative Director :
- Dave Colman
- Creative Director :
- Alexandra Sattlecker
- Senior Art Director :
- André Mezzomo
- Senior Copywriter :
- Winona Wee
- Chief Creative Officer :
- Ana Balarin
- Chief Creative Officer :
- Hermeti Balarin
- Joint Head of Production :
- Richard Adkins
- Executive Producer :
- Dom Felton
- Senior Producer :
- Aran Patterson
- Senior Producer :
- Mich Bradfield
- Senior Producer :
- Lizzie Griffin
- Group Strategy Director :
- Michael Hines
- Head of Brand :
- Gabriel Marchi
- General Manager :
- Alice Shaw
- Communications Planner :
- Cristelle Fornesi
- Group Account Director :
- Tom Shattock
- Account Director :
- Siham Zerkak
- Account Manager :
- Jide Olaofe
- Business Affairs Manager :
- Becky Day
- Senior Designer :
- Lilia Quinad
- Content Creator :
- Khush Savjani
- Junior Copywriter :
- Sibusisiwe Thelma Khupe
- Senior Manager :
- Toby Lyon-Brown
- Social Media Brand Content Manager :
- Marta Manes
- Marketing Communications Manager :
- Lyn West
- Industrial Design :
- Beta Design Office
- Creative Director Industrial Design :
- Mark Reilly
- Creative Director Industrial Design :
- Harry Mitchell
- Industrial Design :
- Alex Philpott
- 3D Rendering :
- Jacob Torres
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