ZUBI – Ford – Si todo fuera como un Ford – Calvo & Mom – 2013

Challenge

Ford aimed to resonate with Hispanic

consumers by showcasing the reliability of

its vehicles in a relatable, humorous way.

The challenge was to make the brand’s

signature durability tangible and relevant to

everyday life for Hispanic audiences, who

prioritize quality and reliability in major

purchases.

Insight

Reliability is a prized attribute in daily life,

especially for Hispanic audiences, who value

durability and trustworthiness in their

investments. By imagining a world where

everyday items possessed Ford’s resilience,

the campaign appealed directly to these

values, creating an engaging, relatable

message that extended beyond the

automotive context.

Solution

The campaign, “Si Todo Fuera Como Un

Ford,” (If Everything Were Like a Ford)

features humorous scenarios showing

everyday items like coffee cups, cell phones,

and luggage exhibiting Ford-level toughness

and dependability. Each spot humorously

illustrates the benefits of Ford’s durability by

reimagining objects around us as if they

were as resilient as Ford vehicles, bringing

the brand’s attributes to life in an accessible

way. The campaign ran across multiple

media, including digital channels, social

media (with #SiTodoFueraComoUnFord),

and traditional platforms, allowing for broad

reach and engagement.

Results

The “Si Todo Fuera Como Un Ford”

campaign successfully reinforced Ford’s

reputation for quality and dependability

among Hispanic consumers, creating an

emotional connection and strengthening

brand loyalty. The creative approach of

blending humor with reliability appealed to

the audience’s values, resonating deeply

with consumers and boosting Ford’s visibility

in the Hispanic market.