To showcase the rugged Ford Bronco Sport to the public for the first time, the Detroit-area auto manufacturer has enlisted Wieden+Kennedy New York to create a debut ad campaign that emphasizes the 4×4 SUV’s ruggedness and distinguishes it from the other models in the Ford Bronco family.
“We thought, what’s our ‘Super Bowl spot’ that’s breakthrough and going to get this vehicle noticed in a big way,” Stuart Jennings, creative director at Wieden+Kennedy New York, said of the ad’s creation during a media showcase this week. (His comment was just a figure of speech, though; a Ford representative has confirmed the automaker will not be airing a commercial during Super Bowl LV next month.)
The goats’ placement in the commercial is a nod to the Bronco’s seven available “G.O.A.T. modes”—shorthand for “Goes Over Any Type of Terrain”—which was also Ford’s original codename for the in-development 1966 Bronco.