Ford Drops Pickup Ads for 'Finish Strong' COVID Campaign

Ads will air during football games starting Friday
By Rob Quinn,  Newser Staff
Posted Dec 31, 2020 10:55 AM CST

Ford is using slots it had booked to promote its new F-150 pickup for ads that make no mention of motor vehicles. The nationwide "Finish Strong" campaign urges Americans not to abandon COVID precautions during this crucial phase of the pandemic, NBC News reports. The 30-second ad will debut Friday during the Citrus Bowl on ABC and the Peach, Rose, and Sugar bowls on ESPN, and will appear during other college and pro games until at least Jan. 3, reports the Detroit News. The spot is narrated by Breaking Bad star Bryan Cranston and directed by Peter Berg, whose credits include Patriots Day and the Friday Night Lights TV series. The campaign will appear in around half the slots Ford had booked for the F-150 ads.

"We are so close. Soon we will be what [we] were—touching, loving, living," Cranston says in the ad. "Let's finish strong." Ford—which has produced millions of pieces of PPE and tens of thousands of ventilators during the pandemic—says it wanted to deliver a positive, unifying message. "The goal was, how could we help rally around this idea that we're almost there?" says Mark Truby, Ford's chief communications officer, per the Detroit News. "Vaccines are around the corner, but we know from health care experts that as many as 50,000 more American lives could be saved between now and when we have mass adoption of vaccines ... if we were to follow proper COVID protocols as a society." (Read more Ford stories.)

We use cookies. By Clicking "OK" or any content on this site, you agree to allow cookies to be placed. Read more in our privacy policy.
Get the news faster.
Tap to install our app.
Install the Newser News app
in two easy steps:
1. Tap in your navigation bar.
2. Tap to Add to Home Screen.