Ford is rewriting the traditional automotive playbook, relaunching its European brand in 19 territories, to cut through a crowded, cliché-heavy category by returning to something simpler: action.
The global platform Ready Set Ford–from Wieden+Kennedy London–reframes the brand not just as a carmaker, but as a maker of tools for people who do things; whether that’s chasing adrenaline (Thrill), craft (Build) or getting out there (Adventure). The three domains are unified by a single idea–capability in motion.
The first expression of the Thrill domain in Europe is “Born to Compete.” Directed by Aoife McArdle via production company SMUGGLER and shot by Oscar-nominated cinematographer Adolpho Veloso (Train Dreams), this hero :60 film distills Ford’s 100+ year racing heritage and competitive DNA into a single cinematic image: four kids racing tires down sand dunes. The concept is rooted in history and truth. Ford was born from a race. Henry Ford’s 1901 Sweepstakes win secured the backing to launch the company, sparking a 125 year racing legacy across disciplines and terrains.
The tire action was captured for real, embracing unpredictability over digital polish to give the film texture and scale. The rhythmic tension is driven by “Memoria” by Rosalía and Carminho, providing a high-energy pulse that mirrors the anticipation of a starting line.
Set in a vast desert landscape, the film strips movement back to its rawest form: gravity, momentum, and the rising tension of competition. As the tires gather speed, the tone shifts from childlike play to a visceral expression of the instinct to race.
