Ford F-150 Lightning

Ford: the F-150 Lightning launch

Ford threw the perfect launch party. The product still died, and both things are true.

PR move: Spectacle as authority: a projection onto Ford's own headquarters, a celebrity narrator and a presidential test drive, used to make an unproven electric truck feel like settled history.

Best for: Legacy brands making a risky pivot that need permission from a sceptical core audience.

Ford, with Imagination, Wieden+Kennedy, Hill+Knowlton and Chrome.

Editorial read: Craft 9 · Evidence 3 · Reuse 6. Source-linked, with gaps named. 3-page PDF, instant download.

Refund policy: because each case is delivered as an immediate digital download, purchases are final once the file has been downloaded. This does not affect your statutory rights. If a file is defective or inaccessible, contact boris@fieldbrief.news.