Being known as a truck company left Ford lacking credibility to talk about their cars. So we flipped the script and asked Ford car owners to tell us the ONE most awesome thing they love about their car – the capless gas tank, the USB ports, the built-in coolers, even the little leafs sprouting out of the digital fuel gauge… whatever the reason, it was personal to them. Turns out, there was a lot to love and we made over 100 spots inviting everybody to drive one. The campaign extended through digital, experiential and social channels.