The men and women who drive, who use Ford trucks every day, are often thought of as everyday people. Well, we thought that was selling them short. Really, they’re larger-than-life characters who cast long shadows and perform incredible deeds. They deserved to be romanced. But in a way they could relate. So we drew parallels to the icons, popular culture heroes, they admired. Ultimately, it proved to be a huge success. The campaign lasted for two years, won awards and even inspired Johnny Cash to submit an ad he had written for the campaign. Imagine us, having to tell the “Man in Black”, thank you, but you’re Moby Dick script wasn’t quite working for us. True story. Talk about having to be Built Ford Tough.
