Exceedingly Joyful Raptor

Perception & Blueprint | Ford: Exceedingly Joyful Raptor

Toward the close of May in 2021, Ford effectively advertised its brand-new Ranger Raptor Special Edition pickup truck within Europe by releasing a dynamic, heart-pounding video showcasing the vehicle outmaneuvering a sudden landslide.

Approximately fourteen days following the video's premiere, a viewer on YouTube remarked that the truck's color was "very gay," suggesting that Ford consider repainting it in "BlackNGold [sic] or camouflage" hues instead.

In direct response, on the 25th of June, Ford published a tweet featuring a digital animation of the Raptor adorned with a vibrant new rainbow and shimmering gold paint scheme, accompanied by the declarative statement, "Very gay was a compliment, right?" along with seasonal greetings for Pride and the hashtag VeryGayRaptor.

The London-based marketing firms VMLY&R, MakerHouse, and Hill+Knowlton Strategies subsequently collaborated with Ford to actualize the "Very Gay Raptor" pickup in tangible form, subsequently presenting it on the thoroughfares of Cologne, Germany, as a tribute to Pride Day.

Outcomes / According to the collaborating agencies, the initiated campaign successfully reached an audience of twenty-two million individuals and generated a substantial one hundred eighty-four million media impressions.

Revision 13/07/2022: This particular initiative has been honored with a Gold award in the Media category at the 2022 Cannes Lions Festival for Creativity.

We had the opportunity to connect with Julian Watt, the Chief Creative Officer for Ford Europe at VMLY&R, and Joe Shields, a Creative at Hill+Knowlton Strategies, who shared the following insights with us:

It was absolutely essential that the brand be perceived as genuine and not as if it were exploiting Pride Month; this is precisely why no paid advertising was allocated to the social media announcement.
The overarching design of the campaign was intended to convey support and celebration, rather than to antagonize individuals outside the LGBT+ community.
While Ford elected to follow its digital campaign by producing a real-world iteration of the vehicle, the corporation exercised caution to ensure that this singular concept did not overshadow its comprehensive strategy for inclusivity.

Could you elaborate on the Ford brand, and is its market positioning distinct in Europe compared to its stance in the United States?

Julian Watt: Ford operates as a globally recognized marque, upholding a unified corporate mission focused on enhancing the world by empowering individuals with the liberty to travel and pursue their aspirations. This fundamental principle extends across the entire planet, whether we are discussing operations in the United Kingdom, South Africa, the United States, or elsewhere. Ford proudly holds the distinction of being the world's foremost truck manufacturer, and this constitutes its unique selling proposition. The actual product offerings do, however, exhibit variations across different global regions. For instance, within the U.S. market, the F-150 serves as the flagship truck, whereas in Europe, the Ranger and its more performance-oriented variant, the Raptor, take precedence; however, apart from these product differences, the brand's self-presentation remains largely consistent.

Who constitutes the primary target demographic for the brand?

Watt: Rather than focusing on specific age brackets or genders, Ford directs its efforts towards a psychographically defined audience. The company endeavors to engage individuals who take considerable pride in their surroundings and those who firmly believe that their personal actions have a direct impact on the world they inhabit.

Who are identified as Ford's principal rivals in the marketplace?

Watt: The automotive sector has undergone substantial upheaval, and Ford is actively embracing this transformative period; in fact, it is a catalyst for disruption within the industry itself. The company recently unveiled a completely new operational framework, delineating its electrification ventures from its commercial vehicle divisions. Consequently, the competitive landscape is constantly evolving on a daily basis, with new rivals emerging from outside the traditional automotive category.

There are entities not directly involved in vehicle manufacturing that exert influence over mobility solutions, alongside established automakers who are actively reshaping the entire industrial paradigm. The contemporary focus extends beyond mere automobile ownership; it encompasses the entire spectrum of travel and how mobility interfaces with one's lifestyle, the urban environment, and every piece of technology utilized.

What implications does this dynamic and shifting environment hold for automotive manufacturers?

Watt: This necessitates that brands clearly articulate their core values and beliefs. Consumers often establish connections with a brand's ethos before they engage with the product itself. Therefore, what a brand champions becomes critically important, irrespective of what it is marketing.

Joe Shields: Our objective transcends the mere sale of physical automobiles; we are, in essence, marketing an idea. This is particularly pertinent when venturing into novel domains of expansion or when delivering new services. Once a company diversifies its product portfolio, it becomes imperative to place the brand at the absolute core of all endeavors to preserve a consistent identity.

The fundamental objective of this campaign is to investigate the origins of such polarization, subsequently address and confront it, thereby fostering a more amicable global environment
Joe Shields, Hill+Knowlton Strategies, London

The genesis of the "Very Gay Raptor" campaign originated from a viewer's assertion that the new Ranger Raptor pickup truck was "very gay." Could you guide us through the development of this initiative?

Shields: The entire process commenced with the creation of a two-minute, high-octane cinematic piece designed to promote the new Raptor vehicle within the European market.

Watt: This was not conceived as a conventional advertising campaign; rather, it was purely branded content intended for Ford enthusiasts. These individuals are not encountering the video by chance. It is not a pre-roll advertisement; instead, it is targeted at individuals who genuinely appreciate the Ford brand.

Shields: A few days after its release, our internal producer and the film's director informed us that someone had posted a comment on the video, describing the blue Raptor as "very gay." At that initial moment, we found ourselves laughing at the sheer absurdity of it, yet the comment lingered in my thoughts. It presented itself as a clear opportunity to take action, and that moment served as the pivotal catalyst.

What subsequent actions were undertaken?

Shields: We meticulously crafted an eight-frame storyboard and solicited feedback from a diverse group of individuals, including fellow creative professionals and my associates within the LGBTQ+ community, to ensure our approach was not misaligned. Subsequently, we executed a digital paint treatment and dedicated considerable time to contemplating how this could resonate with Ford's core values, its overarching mission, and the compelling reasons for not dismissing the comment, thereby making it an attractive proposition for the client.

It was imperative that the concept be presented in a manner that was virtually unimpeachable, given our awareness of the inherent risk Ford would assume in approving the campaign and engaging in discourse surrounding such a contentious subject.

How did Ford respond to the proposed concept during the pitch?

Shields: The reception was generally positive. They expressed satisfaction at receiving a proposal that directly reflected the brand's broader objectives and aligned with the ongoing internal dialogues within Ford. Naturally, there were individuals throughout the process who voiced reservations, and quite rightly so. It is, after all, the responsibility of stakeholders to scrutinize whether a particular course of action is appropriate, especially if there are justifiable grounds for such scrutiny. However, the predominant reaction was one of approval, coupled with the understanding that swift action would be necessary if we were to proceed.

Did Ford establish any specific Key Performance Indicators (KPIs)?

Watt: If anything, the primary KPIs were centered around maintaining the brand's integrity. Our objective was to avoid any perception of indulgence or gratuitous action.

How swiftly was the digital "Gay Raptor" conceptualized and produced after the initial comment was identified?

Watt: The turnaround was remarkably expedited. A factor of paramount importance to us was the deliberate decision not to amplify its reach through paid media; we aimed to avoid drawing undue attention or sensationalizing the matter. It was critically important that Ford not be perceived as capitalizing on this situation for commercial gain. While some individuals would inevitably notice it and others would not, the most crucial element was to act with speed and responsiveness. Astonishingly, despite the absence of any paid promotional efforts, this post achieved the status of being the most impactful ever for Ford Europe.

How vital do you consider the rapid turnaround to have been for the campaign's overall triumph?

Shields: It was absolutely crucial. We were approaching Pride Month at that juncture, thus our intention was to launch the campaign in time for maximum impact and relevance. This timing fortuitously coincided with the 25th anniversary of Ford's internal pride community, which was notably the inaugural in-house affinity group for LGBTQ+ employees established by a major corporation in Germany. Therefore, the convergence of these several elements rendered a swift execution absolutely essential for its ultimate success.

What particular tone were you aiming to establish, and what were the underlying reasons for this choice?

Watt: The establishment of the correct tonality was of extreme importance. We were determined to avoid adopting a confrontational or antagonistic posture in our response. Our goal was to project an image of firmness and assertiveness, while simultaneously maintaining a positive disposition.

Shields: The campaign was designed to be perceived as a celebration of the community, rather than an offensive gesture directed at individuals outside of it.

What kinds of responses did you receive?

Watt: The feedback was overwhelmingly positive, particularly within the European context. Prominent publications such as Unilad, Men's Health, and Drive Tribe [a digital platform catering to automotive enthusiasts] all lauded the concept, none of which are typically recognized for their strong alignment with LGBTQ+ advocacy. Of course, there were some individuals who questioned the rationale behind Ford's involvement, and regrettably, a few detractors emerged, which was disheartening to witness. Nevertheless, I believe these instances served to further galvanize our resolve, reinforcing the necessity of persevering because societal divisions persist, and one must not cease advocating for positive societal transformations. Provocative campaigns inevitably elicit provocative commentary, and this underscores the potent influence of social media - its capacity to grant everyone a platform for expression.

Shields: Ford's established approach towards the LGBTQ+ community is to function as a supportive ally. The brand's engagement in this domain is not predicated on ease but rather on the conviction that it represents the ethically correct course of action.

It is abundantly clear when a brand's commitment to a cause extends beyond a mere fleeting cultural event
Julian Watt, VMLY&R, London

What prompted the decision to expand upon the initial concept by creating the "Very Gay Raptor" in a tangible, real-world format? At what stage of the campaign did this development occur?

Shields: A considerable number of individuals responded enthusiastically to the social media post, expressing a desire for the vehicle to be manufactured in reality. This led to what felt like a very organic progression: to create a physical representation that embodied Ford's dedication to the community, rather than concluding with a singular, ephemeral response. Merely a few weeks after the initial social media announcement, we unveiled the actual vehicle in Cologne, Germany, which serves as the central hub for Ford's extensive operations.

To which other locations is the "Very Gay Raptor" scheduled to travel, and what are the objectives behind these appearances?

Watts: A pickup truck adorned with rainbow motifs and golden glitter inherently captures attention amidst traffic and serves as a catalyst for dialogue. We are strategically transporting it to various global destinations to visibly demonstrate Ford's commitment as a brand that champions inclusivity and actively challenges discrimination. The vehicle's itinerary is meticulously planned, with appearances booked for an entire year.

It is slated to be present at venues where the brand typically makes its presence known, such as automotive exhibitions. Furthermore, we have recently launched a content series titled "Tough Talks," wherein Welsh rugby player Gareth Thomas pilots the "Very Gay Raptor" while engaging in interviews with individuals concerning the concept of being "tough." To date, he has interviewed two participants, but this remains an ongoing project, and it is anticipated that further compelling content will emerge as it progresses. High-performance off-road vehicles are unburdened by physical constraints; however, as human beings, we are encumbered by numerous psychological barriers, such as the apprehension surrounding difficult conversations - we harbor a fear of public perception. By integrating these two elements, we aim to effectuate positive societal change.

What significant challenges were encountered throughout the progression of this campaign, and how were these obstacles successfully navigated?

Shields: One of the most substantial hurdles has been determining the appropriate destinations for the physical vehicle. A vehicle characterized by glitter and rainbow aesthetics could potentially be misconstrued as somewhat superficial; however, our intention is to leverage it as a statement against discriminatory practices. Consequently, we have had to decline numerous invitations. Watt: Additionally, a multitude of individuals expressed a desire to creatively interpret this concept, initiating the generation of a substantial volume of brand-related copy featuring phrases like "Very gay this" and "Very gay that." However, one of our primary challenges involved preventing this proliferation from becoming uncontrolled. While the initial comment rendered it provocative, our aim is to prevent this aspect from overshadowing the brand's broader communications concerning inclusivity.

Within the automotive sector, particularly concerning vehicles like pickup trucks, communication strategies are frequently characterized by a hyper-masculine tone. Were you apprehensive about potentially alienating Ford's existing customer base?

Shields: Ultimately, it is imperative for any organization to staunchly advocate for its deeply held beliefs, and Ford's driving force is its unwavering commitment to embodying its brand purpose. While it is acknowledged that certain individuals might express discontent, the central tenet of this campaign is to thoroughly investigate the underlying reasons for such polarization, subsequently confront and address these issues, and ultimately contribute to the creation of a more welcoming and inclusive global society.

Conversely, numerous brands have faced accusations of "rainbow-washing," particularly during the observance of Pride Month. What measures were implemented to ensure Ford successfully circumvented such criticism?

Watt: The fundamental flaw with "rainbow-washing" arises when a brand superficially engages with the concept of inclusivity for a limited period, such as during Pride celebrations, and then fails to demonstrate any ongoing commitment throughout the remainder of the calendar year. It becomes conspicuously evident when a brand's dedication to a cause does not extend beyond a particular cultural moment. Ford felt assured that it would not be subject to such perceptions due to the spontaneous nature of the initiative; it was not a pre-planned marketing endeavor, nor was there an existing marketing strategy in place. Instead, it emerged as a direct reaction to an unexpected comment that was made entirely out of the blue.

Shields: Furthermore, the brand possesses the inherent authority to effectively comment on issues of this nature. As previously stated, Ford was commemorating a legacy that now spans twenty-six years of consistent support for the LGBTQ+ community throughout Europe. Every statement made is substantiated by tangible actions; it is not merely an empty declaration conveyed into the ether.

What would you identify as your singular most significant takeaway from the entirety of this campaign?

Shields: There are numerous instances of campaigns that have offered support to a marginalized community, only to be subsequently withdrawn; however, such an action represents the most detrimental possible outcome. It is imperative to persevere in the face of adversity to be genuinely perceived as authentic.

Watt: Exceptional brands are integral components of culture, not merely participants in the commercial realm. While corporate boardrooms may shy away from concepts that appear provocative, in practical terms, brands necessitate such elements. This particular concept has conclusively demonstrated that undertaking actions aligned with one's convictions is considerably less contentious or arduous than one might initially anticipate.