Ford: Driving out discrimination with Very Gay Raptor

Gina MacCarthy, Julian Watt, Joe Shields

Ford, a truck brand, introduced the Very Gay Raptor truck in Europe to reinforce its commitment to LGBTQIA+ inclusivity, redefine 'tough' and drive out discrimination.

Campaign details

Brand: Ford Brand owner: Ford Motor Company Entrant company: VMLY&RIdea creation: Hill & Knowlton Strategies London Market: Europe (general region) Sector: Automakers & marques Media channels: Public relations, Online video, Content marketing, Events & experiential, Social mediaBudget: Up to 500k

Executive summary

Pick-up trucks are as tough as tough gets. Ford should know – as one of the world’s biggest truck brands, they pretty much invented the category. But sometimes, with ‘tough’, comes discrimination and toxic masculinity. So when homophobia showed up...

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