The goats take on double meaning in the spot, referring also to the cars Goes Over Any Type of Terrain modes. G.O.A.T. was also the original code name for the Bronco, which the company resurrected after last producing from 1965 until 1996. The vehicle is Ford s first direct rival to Jeep since the original Bronco.
Though Ford is not running a commercial during this year s Super Bowl, executives said they wanted the spot to feel Super Bowl-worthy and have the kind of creative message that viewers would want to watch again. The company worked with Wieden + Kennedy New York on the spots.
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