The Next Catch

Client: Ford
Agency: GTB
Production: Spy Films

Context

Ford needed to grow F-150 sales while expanding who the truck was for. The category had become narrowly coded, limiting growth by reinforcing a single, familiar buyer profile.

Approach

The campaign reframed the F-150 as a vehicle for creating experiences and connections, not just getting work done. The story opened with a father–daughter fishing trip, positioning the truck as an enabler of shared moments and lasting memories. From there, the narrative expanded to include a broader range of owners — including women and people of colour — before converging in a collective effort to build a fish ladder, demonstrating capability while supporting environmental stewardship.

Outcome

The campaign helped the F-150 become the best-selling truck in Canada that year, achieved the highest audience approval scores of any Ford spot at the time, and generated strong completion rates and positive national response during broadcast.

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