Cannes Lions

FORD TRUCKS

JWT TEAM DETROIT, Dearborn / FORD / 2008

Film
Film
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When you’re the toughest truck on the planet, how do you remind everyone that you’re the toughest truck on the planet? You do something, well, tough. And more importantly, you do something unexpected. So we took 24 very angry bulls, brought in some of the best bull riders in the world and we threw ourselves a little bull ride. Not in Wyoming or Texas, but smack in the middle of New York City. We called it the Invasion Of The Bulls. Now, we knew that Ford Trucks had the power, and quite frankly, the balls to do it. But could we really pull it off? Could we invade the streets of New York and throw down a full-scale bull ride?On January 3rd, we decided to find out. We alerted the media. We hired film director Tony Kaye. And we snuck in under the cover of night and dumped 125 tons of dirt and 45,000 pounds of fencing in front of Penn Station. Then, we built a very secure bullring amongst the sea of commuters. We brought in the riders and bulls and for the first time in history, the streets of New York had a real-live bull ride.TV spots, print ads and an in-arena video at Professional Bull Riding events drove people to InvasionOfTheBulls.com where the Internet Film lives. And while the numbers aren't in yet, this is stacking up to be one of the most successful online events in Ford Truck's history. In fact, because of the power of the film, visitors are spending up to 14 minutes online with our brand. Plenty of time to be reminded that Ford Trucks are indeed the toughest trucks on the planet.

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