Remembering Bryan Cranston's Ford Commercial
Bryan Cranston is an ideal ambassador for a brand like Ford. Here’s why.
Written by Alex Reale
Reviewed by Lisa Steuer McArdle
Lincoln and Matthew McConaughey, Skechers and Martha Stewart, Buick and Tiger Woods...there are always brands who pull the “highly recognizable celebrity” lever when they’re trying to stage a comeback, or just shake things up a bit. It’s no guarantee of anything, but it’s a play that marketers really like to run.
Bryan Cranston lent his celebrity to
Ford
in 2018, making a commercial that the car company hoped would resonate with customers. Jerry
, the trustworthy insurance comparison app
, takes a closer look at what happened.Cranston, American classic
Bryan Cranston is perhaps most famous for his portrayal of Walter White, the chemistry teacher-turned-outlaw of the award-winning show “Breaking Bad,” but his acting resume is quite long.
He was beloved for his comic portrayal of the dad on “Malcolm in the Middle,” and he’s had stints on projects as diverse as “The Simpsons,” “Isle of Dogs,” and “Little Miss Sunshine.” Cranston has been making a strong impression on the American film and TV scene since 1968.
An actor like Bryan Cranston makes an ideal choice for a Ford partnership: he’s held in high esteem by much of the public for his talent and consistency, and he’s got a certain rugged gravitas that invites trust. Ford prides itself on its long roots, persistence, and matter-of-fact reliability. Bryan Cranston makes a great match to these values.
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The Bryan Cranston Ford commercial
The ad campaign aired in 2018, and was called “Built Ford Proud.” This slogan was a play on the long-running “Built Ford Tough,” says
Forbes
, and an attempt to pivot from the truck-focused marketing that had defined Ford for so long. In the ad, Bryan Cranston plays a series of different characters: a Steve Jobs-esque speaker, a president on Air Force 1, a NASA or Boeing boss managing his engineers, a creepy humanoid robot, a soldier watching an explosion, and a miner. Throughout these costume changes, he extols hard work and commitment, reminding us that “talk doesn’t get things done.”
Interspersed are images of Ford throughout the ages, from a black-and-white factory view to a glimpse of the new Ford app. In the final seconds of the commercial, Cranston is behind the wheel of an F-150, driving through the desert.
He leaves us with this parting thought: “Let the other guys keep dreaming about the future. We’ll be the ones building it.” The words “THE FUTURE IS BUILT” float on to the screen.
How is Ford doing now?
This 2018 commercial managed to work in a lot of themes: Ford’s long history, its focus on the future, its devotion to hard work, and its dedication to innovation. Bryan Cranston was, of course, excellent—persuasive, no-nonsense, and committed to each character.
While we can’t say how the commercial “did” in its time—that’s for the quants—we do know that Ford recorded its highest stock price ever in January of 2022, according to
Macrotrends
. And you don’t get to be a 119-year-old company without being able to weather a storm or two. So as long as Ford keeps building its own future, we’re guessing they’ll be fine.Are you overpaying for car insurance?
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