In a bold move aimed at showcasing its commitment to innovation and customer-centricity, Ford Motor Company has unveiled a new brand campaign spotlighting its unique Freedom of Choice vehicle lineup. Boasting a diverse range of gas, hybrid, and electric products, Ford’s lineup caters to a wide spectrum of customer needs, spanning from work to adventure to family activities and beyond.
The U.S.-focused campaign, slated to run across all media platforms, introduces a new spot titled “Get Things Done,” debuting on April 12. This spot shines a spotlight on the 2024 F-150, showcasing its versatility with gas, PowerBoost Hybrid, and electric F-150 Lightning models. It is one of three spots featuring nine Ford models, with “Starting Line” having made its debut during the Men’s Final Four games on CBS, and “Power to Do” scheduled to launch during the Kentucky Derby on May 4.
Lisa Materazzo, Ford’s global chief marketing officer, emphasized the importance of customer empowerment in the campaign, stating, “Even more important than the power our customers choose, is what they choose to do with that power.” Materazzo highlighted Ford’s range of capable and fun-to-drive vehicles, designed to fuel passions and accomplish tasks, whether it’s off-roading in the desert, exploring the city, or hauling equipment for work or leisure activities.
In conjunction with the new campaign spots, Ford has revamped the shopping experience on Ford.com, streamlining the process for customers to find their ideal vehicle and powertrain combination with ease.
Ford’s commitment to offering customers unparalleled choice is exemplified by its full-size truck lineup, which presents a unique proposition in the market: gas, hybrid, and electric options for the F-150. Additionally, for urban customers seeking the benefits of a truck in a smaller package, Ford offers the Maverick and Maverick Hybrid models. Every Ford truck is equipped with an off-road variant, be it a Tremor off-road package or a high-performance Raptor version. For commercial customers, Ford Pro provides a lineup of vehicles featuring diesel powertrains.
Even within the vehicle itself, Ford emphasizes choice, with several models offering available Ford BlueCruise, a top-rated hands-free highway driving system. The 2025 Ford Explorer introduces the new Ford Digital Experience, enabling drivers to access their favorite apps and services – from gaming to web browsing to watching videos – from Google and Amazon, as well as with Apple CarPlay powered by iPhone and Android Auto through other compatible devices.
Ford’s dedication to offering customers a comprehensive range of options underscores its commitment to meeting the evolving needs of drivers and setting new standards for the automotive industry. With its Freedom of Choice vehicle lineup and innovative features, Ford continues to redefine the driving experience for customers around the world.
