Ford is taking what appears to be a subtle shot at Elon Musk in a new campaign set to get airplay during this weekend’s Kentucky Derby coverage on NBC.
The effort from Wieden+Kennedy has blue-collar sensibilities and aims to promote the automaker’s status as a major employer of hourly workers. One ad begins with scenes of a finger scrolling on a smartphone. A voiceover declares that “right now it could seem like the only people who matter are the loudest—the ones who want to tear things down, and they fly away on their own personal spaceships when things get hard,” as the ad shows a rocket taking off.
The spot then praises Ford employees who are building “big things, new things” and “things that will change the way we do things.” It asserts that Ford assembles more vehicles in the U.S., while plugging its commitment to spend $50 billion on electric vehicles.