Ford — BlueCruise 2024 Campaign

Despite a previous national campaign and the top-rated spot in Consumer Reports, BlueCruise couldn’t gain traction or trust.

In need of fresh thinking, Ford Motor Company brought us on to spread the word about their best-in-class, hands-free driving technology while combating industry skepticism about advanced driver assistance systems.

We tapped into a key truth to create our BlueCruise campaign: when it comes to new tech, whether it’s AV or EV, you don't need celebrity splash or Elon’s echo chamber. You need real people showing their real experiences, a “someone like me" connection to move the needle.

Not only did Lafayette American produce head-turning work, we developed and led an integrated agency team across all roster agencies to ensure creative and messaging worked seamlessly across all Ford channels and platforms.