Small business owners and fleet managers often face insurance claims and endless “he said, she said” disputes about what happens on the road. When Ford Pro introduced its Dashcam as part of its telematics software, the goal was to demonstrate its value in a way that fleet drivers would embrace, not resist.
Strategy: Your Business Succeeds When You Have More Eyes on The Road
Creative Idea: 2 Sides to Every Story
The campaign leveraged user-generated dashcam footage paired with driver voiceovers explaining what happened. This approach added levity while showing that there are always two sides to every story: the version you hear, and the version the dashcam recorded. Using humor to break through the clutter in the B2B space, the campaign highlighted how the Dashcam helps validate good drivers, maintain productivity, and protect fleets from unexpected incidents—or even that random deer crossing the road.
Awards:
Strategy: Your Business Succeeds When You Have More Eyes on The Road
Creative Idea: 2 Sides to Every Story
The campaign leveraged user-generated dashcam footage paired with driver voiceovers explaining what happened. This approach added levity while showing that there are always two sides to every story: the version you hear, and the version the dashcam recorded. Using humor to break through the clutter in the B2B space, the campaign highlighted how the Dashcam helps validate good drivers, maintain productivity, and protect fleets from unexpected incidents—or even that random deer crossing the road.
Awards:
- 06/2024: The D Show (Adcraft Detroit) – Finalist/Silver: B2B Campaign
Launch Video
Hero Photo
Integrated Campaign
Credits:
- Ford Creative Leadership: Iain Lanivich & Tony Kause
- Lead Agency: VML
- Creative Direction: Nathalie Brown
- Art Direction: Ashley Mack
- Copywriting: Josh Kessler
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