Ford returns to racing and taps real engineers in a series of ads
USA TODAY
Ford’s new Apple TV campaign features real engineers as the automaker returns to Formula 1 and highlights how racing tech shapes its vehicles.
Ford Motor is back on the race track in Formula 1 after a two-decade absence and the automaker wants to show the world how its engineers are using racing to make the Ford vehicles in your driveway better.
On March 5, Ford will launch a new global marketing campaign called “Every Ground Is Our Proving Ground,” when Apple TV starts broadcasting the first Formula 1 practice in Australia at 8:30 p.m. ET.
The Australian Grand Prix race will be held on Saturday, March 7, at 11 p.m. ET. Ford is also participating in the 2026 BFGoodrich Tires Mint 400 off-road race in Las Vegas that runs March 4 through March 8.
Ford's new campaign will feature a series of short vignettes of engineers helping to tell Ford's racing story and show how the automaker applies what it learns from racing to the vehicles it manufactures for the public. The campaign will run through the rest of this year, said Michael Cope, Ford's senior director of consumer marketing.
"The premise of this campaign we're launching across Raptor and Bronco and Formula 1, and now other motorsport endeavors, is about true capability that is proven in the extremes," Cope said. "You'll see our actual engineers and the lengths that they go to to ensure that when we get to those extreme environments ... we know that we're going to be able to compete at the highest level. Then, we take those learnings back into our consumer grade vehicles."
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