Ford highlights ambulance birth stories in campaign

Ford Motor Company Ford Motor Company has launched “Born In A Ford,” a campaign focused on mothers and first responders involved in emergency births inside ambulances. The campaign centers on real-life stories rather than vehicle-focused advertising, highlighting the role Ford ambulances play during critical moments.

The campaign features Chicago mother Christie Edwards, who gave birth to her daughter in the back of an ambulance, alongside EMT Rich Fink, who assisted during the delivery. A documentary-style film follows their experiences and explores the emotional impact of unexpected ambulance births.

Ford focuses on human stories

Ford said the campaign was designed to move beyond traditional automotive messaging by focusing on the people connected to these events. The company positioned the campaign around themes of trust, dependability, and emergency response rather than product specifications.

Michael Cope, Senior Director of Consumer Marketing, Ford Motor Company Ford Motor Company: “Like other stories we’ve told this year—Bronco Search & Rescue and American Value for American Values—this campaign highlights an authentic narrative of how Ford empowers human capability.”

Michael Cope: “It’s about the trust and reliability Ford represents in life’s most pivotal moments—a powerful testament to the capability of our vehicles and the incredible work of first responders. Telling real stories connect on a deeply human level. I am proud of how this campaign represents what Ford has been doing in American communities for over a century.”

The campaign launched on Mother’s Day and serves as a tribute to both mothers and emergency personnel involved in these situations. Ford said its position as a supplier of first responder vehicles informed the campaign’s concept.

Jason Xenopoulos, Global Chief Creative Officer, WPP WPP | Ford: “'Born In A Ford' is a truly human story that no other brand can tell. It captures how Ford’s unique capabilities play a role in some of the most meaningful moments in any family’s journey.”

Jason Xenopoulos: “It is a celebration of the brave mothers who bring new life into the world every day, and the first responders who are there to support them. We are proud to tell their story.”

Ford promotes first responder support

Alongside the campaign, Ford highlighted its Recognition Program, which includes a First Responder Rebate for eligible Ford and Lincoln vehicles. The company said the initiative is intended to support emergency personnel through vehicle incentives.

“Born In A Ford” continues Ford’s broader storytelling approach used in previous campaigns focused on rescue operations and community-based initiatives.

www.ford.com

Follow Marketing Report on LinkedIn