Convincing the YouTube generation that Ford was cool wasn’t going to come from suits in boardrooms. So, I made a spec video using my son’s Melissa & Doug puppet (sans fireman costume) to establish the irreverent voice and tone of what would become Ford’s oddest — and most beloved — spokesperson. From there, we teamed up with writers and directors from The Office and The Simpsons — including Paul Feig, Paul F. Tompkins, and the guy who the Simpsons character Millhouse is based on — to bring Doug the Spokespuppet to life. The result: a full-blown campaign with over 50 pieces of original content, dedicated social channels, and a devoted cult following.
Leaked YouTube Videos
We kicked things off by “leaking” security-cam style videos of a puppet saving lives, instantly sparking curiosity and conversation online.
We kicked things off by “leaking” security-cam style videos of a puppet saving lives, instantly sparking curiosity and conversation online.
Spokespuppet Press Conference
To make it feel official, we staged a press conference video where Doug was formally introduced as the newest member of Ford’s marketing team.
To make it feel official, we staged a press conference video where Doug was formally introduced as the newest member of Ford’s marketing team.
Doug Sells Focus(es)
Over 50 original videos featured Doug highlighting the Focus’s features in his own ridiculous, lovable way. The content not only drove engagement, but also boosted brand favorability and purchase consideration.
Over 50 original videos featured Doug highlighting the Focus’s features in his own ridiculous, lovable way. The content not only drove engagement, but also boosted brand favorability and purchase consideration.
Doug on Social
Doug wasn’t just in videos — he had his own channels. Our team responded to thousands of fans in real time with quips, poems, songs, even custom T-shirts, making Doug feel alive and accessible to his growing fanbase.
Doug wasn’t just in videos — he had his own channels. Our team responded to thousands of fans in real time with quips, poems, songs, even custom T-shirts, making Doug feel alive and accessible to his growing fanbase.
Client Ford
Director Paul Fieg, Rob Cohen
ECD Stu O’NeilCD Sue Driscoll
AD James Robinson, Stephanie Kohnen
CW Adam Burkett
