Get what you really want.

At the start of the year, we launched a new retail platform for Ford, a first in quite some time. I’d say this campaign was the most innovative work Ford has embraced since I’ve been on the account. It taps into the universal frustration of unfulfilled desire—whether it’s being stuck in the middle seat, catching a seaweed fish, or waiting for someone to taste-test every ice cream flavor. By offering buyers the chance to choose the Ford they truly want, we’ve transformed those moments of disappointment, frustration, and envy into a powerful, relatable story.