Ford Motor Company
Speed Therapy
We all have “those” days, “those” weeks, months, or even years where our job, our kids, our responsibilities are intensifying life to level 11. The Ford Performance team took a group of average drivers, struggling with stress through a unique therapy session. Partnering them with professional stunt driver Chrystal Hooks, she helped these drivers burn rubber and burn their stress away.
We used this idea to introduce Ford’s lineup of performance vehicles to a wider audience, beyond the traditional muscle car set. At first, it seems as though these folks are going to get to ride along with the stunt driver, but as it turns out they are actually the ones in control of these powerful machines.
Accelerating through the straightaway, drifting across the lanes and putting their stress on hold while focusing on the road ahead helped these drivers find a way to smile behind the wheel in a powerful way. The outcome was dramatic, as our
assortment of real people ranging from moody teens to a mother of nine—became a runaway hit.
We used this idea to introduce Ford’s lineup of performance vehicles to a wider audience, beyond the traditional muscle car set. At first, it seems as though these folks are going to get to ride along with the stunt driver, but as it turns out they are actually the ones in control of these powerful machines.
Accelerating through the straightaway, drifting across the lanes and putting their stress on hold while focusing on the road ahead helped these drivers find a way to smile behind the wheel in a powerful way. The outcome was dramatic, as our
assortment of real people ranging from moody teens to a mother of nine—became a runaway hit.
We unveiled a teaser trailer in theaters, with the promise of more Speed Therapy to come, then blasted the work across the social landscape. Beyond the hilarious test drive transformations, we also built out an ASMR stress reduction campaign. Yeah, we know it's weird but tell that to the millions of fans that follow it on Youtube. With a branding identity as thrilling as this concept, our multi-year campaign showed emerging audiences that a performance car does much more than get you from A to B - it could be a valuable part of your daily well-being routine.
