Advertising Agency VML, Toronto
Creative Director Deric Moore
Associate Creative Director (Copywriter) Sam Kates
Art Directors Dilini Nirasha
Directors Sanchez Brothers
Insight
There is nothing like the real thing
From journalistic sources to social media accounts, being verified means undeniable credibility. It proves something is accurate, reliable, and works exactly as it should. There is a deep satisfaction in knowing something is authentic and built to perform flawlessly
Idea
Only genuine Ford parts installed by Ford technicians keep your Ford a Ford
Only genuine Ford parts installed by Ford technicians keep your Ford a Ford
Genuine Ford Parts are verified by Ford to fit, perform, and keep your Ford running as it was meant to, with the verified expertise of Ford Service ensuring they’re installed right.
We’ll use the badge of ‘verified’ accounts on social media to illustrate how Ford Parts and expertise are the real thing.
To highlight the perfect fit of Ford Parts, we’ll take an immersive approach—as if through the eyes of a Ford Service Technician. With close-ups and dynamic angles, we’ll show Ford Parts satisfyingly coming together, allowing viewers to ‘feel’ the certainty Ford Service provides to keep their Ford a Ford.
To highlight the perfect fit of Ford Parts, we’ll take an immersive approach—as if through the eyes of a Ford Service Technician. With close-ups and dynamic angles, we’ll show Ford Parts satisfyingly coming together, allowing viewers to ‘feel’ the certainty Ford Service provides to keep their Ford a Ford.
Verified Badge
Our take on the verified badge was based on the Ford brand colour palette, custom-designed to be fully ownable to Ford and the FCSD campaign.
The Verified Badge serves as a symbol of authenticity. It reinforces that Ford parts and services are genuine,
Ford-approved, and meet strict quality or training standards. This ensures customers can differentiate between
official Ford offerings and third-party alternatives that may lack the same reliability, engineering precision, or technician expertise.
Ford-approved, and meet strict quality or training standards. This ensures customers can differentiate between
official Ford offerings and third-party alternatives that may lack the same reliability, engineering precision, or technician expertise.
Ford in-market ad effect tracking may 2025 dash broad insights
"Verified" is a very strong spot among both Ford Owners or a full market sample when compared with a current, similarly messaged "competitor" parts and service spot. Key takeaway is the verified Ford parts message along with Quality. "Verified" makes both a rational and emotional connection and Speaks to viewers about an Important issue in a Reassuring manner.
Verified achieved green across the board
Ad effect
Full Market* In-Market - 154 Creative - 135
Ford Owners* In-Market 159 Creative 144
Key Objectives
Objective #1 - Ad Effect Purchase
Objective #2 - Ad Effect Impression Lift
Objective #3 - Take action
This campaign originally had no budget for a shoot but the client loved the concept that budget was increased for a 10hour shoot. Sam & I worked on the concept from and I had the opportunity to lead my 1st onsite commercial shoot under the guidance of Deric (CD)
Social