FORD | VERY GAY RAPTOR | 2022
An insult turned into a gold Lion / FORD "VERY GAY RAPTOR"
It all started with a single line of hate thrown at a YouTube video. Ford didn't demand an apology, and didn't delete it. Instead, they actually built the car.
The problem
In 2021, Ford unveiled a special edition of the new Ranger Raptor in Europe. About two weeks after it was revealed, a YouTube viewer mocked the truck's paint job as "very gay," commenting that it should be repainted in "BlackNGold" or camouflage instead.
The insight
Ford could have simply ignored the discriminatory comment. But instead, they chose to challenge the very definition of "toughness." Their stance: real strength means having the courage to fight discrimination head-on.
The idea
On 6/25 (June 25), Ford tweeted a digitally rendered image of the Raptor painted in rainbow colors and gold glitter, with a caption asking, "Isn't 'Very Gay' a compliment?" The response was so strong that Ford actually built the truck for real, wrapping it in rainbow colors and 30 meters of gold foil, and debuted it at the Christopher Street Day Pride parade in Cologne.
What happened
The campaign reached 22 million people, generated 184 million media impressions, and was covered by 144 news outlets. The following year, in 2022, a follow-up appeared at the Goodwood Festival of Speed, leading to a "Tough Talks" project hosted by Gareth Thomas, a former rugby player who had publicly come out as gay. The campaign won a Gold Lion in the Media category at Cannes Lions 2022.
Afterthought
There's something wonderfully ideal about how one snide comment snowballed into an actual car, a Pride parade appearance, and an award. That said, in 2023 the whole thing got dragged back into the spotlight amid the fallout from the Bud Light controversy, becoming a source of mixed reactions all over again. I think this is a case that will keep carrying the weight of what it means for a brand to take a stand, for better or worse.
Awards
- Cannes Lions Gold 2022
