Creative Director’s Choice: Alejandro Chavetta of Astro Studios on Ford’s ‘proud’ brand statement

Bryan Cranston for Ford

Creative Director’s Choice gives creative directors a chance to highlight the work they think is the best out in the ad world — the ads and campaigns they believe are making a difference.

Alejandro Chavetta, creative director at Astro Studios, explains why Ford got it right when they made a brand statement that covered the automaker’s 115-year history through its hard work and innovation, as narrated by Bryan Cranston.

At Astro, we’re constantly working on brand positionings and appreciate how hard it is to get right. Building a campaign that brings an idea to life is a difficult task to tackle, yet Ford did an amazing job with ‘The Future is Built’ advertisement for its ‘Built Proud’ campaign, starring Bryan Cranston.

The whole film is about setting the record straight, and the spot reminds people that Ford has always been a step ahead, regardless of how people feel about the brand. Ford also takes a jab at the current climate – one with a lot of talk and posturing, but where little gets done – as well as a healthy dose of Tesla mocking.

Ford is one of the few companies that can truly claim it is (and has been) building the future. To me, the most amazing nod to the original badass Ford take on the world is the soundtrack. This classical version of The Rolling Stones’ Paint it Black is a reminder of the original no-nonsense black Ford Model T. At Astro, we always stress to clients the importance of carrying their story, passion and ethos across all expressions of the brand, in order to maintain a cohesive vision, build credibility and make people fall in love with it. Ford’s effort does that.

Alejandro Chavetta is creative director at San Francisco-based Astro Studios.

To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you would like to feature a creative director in our Creative Director’s Choice, please contact Creative Works editor Kyle O’Brien.

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