Ford Power Promise

For most drivers in America, switching to an electric car is intimidating. How long until I need to charge again? How much will it cost me? Is it even worth it? And a lot of EV marketing either focuses on range (how far can you go until your battery dies? Then what?). Or, they ignore the issue altogether. Ford took another approach, focusing on how easy it is to drive an EV when you can charge it at home.

This project started as an assignment to name a new initiative designed to help onboard new EV drivers. And that new initiative needed a spot, focused on home charging. Our goal was to show breadth, demonstrating how how Ford EVs fit into different lifestyles across America, while also celebrating the universal feeling of “home” that connects us all. John Denver’s nostalgic classic “Take Me Home, Country Roads” stitches these scenes together.

This is one of my favorite projects I've ever worked on. Not only because the transitions are cool, but also because it really is meaningful to change how people feel about EVs. The Ford Power Promise was supposed to last for a quarter, but after contributing to best-ever quarterly sales for two of Ford's electric vehicles, it was extended for over a year and the program was expanded to Canada, the UK, and Germany.

And somehow, we managed to make an auto spot without any driving footage. Win, win.