Ford

Qué Golazo - SUMMER OF SOCCER (2023-2024)

Hispanics love scoring and celebrating world-shaking goals, especially if they happen in a decisive match.

But Hispanics are also scoring big outside the pitch.

And the summer of '23 was jam-packed with soccer - with the Gold Cup, the Women's World Cup, the Nations League and the youth tournament Copita Alianza all back-to-back.

So, during this “Summer of Soccer,” Ford authentically joined the Latino conversation by assisting and celebrating golazos – on and off the pitch.

AWARDS

2024 Hispanic Marketing Council -
Strategic Excellence Awards

🏆 GOLD - Media Connections &

Content Strategy Impact
🏆 GOLD - Experiential - Copita Alianza: Qué Golazo Grassroots Program

PHASE 1: ANTHEM VIDEO

We kicked off the summer with an inspirational, female-empowering anthem video.

In it, we illustrate the emotional ups and downs of both fútbol and life. We see the mental struggle of getting to practice early, training when no one else does, failing, over and over, until you finally score that golazo that you’ve been working for.

The backstory is that while María Sánchez, a Mexican professional soccer player, didn’t make the 2023 Women’s World Cup, she is still training just as hard for the next one. At the end, we see her “pass” her motivation and drive onto the next generation. Working hard now to score big in 2027.

ENGLISH :60

SPANISH :60

PHASE 2: QUÉ GOLAZO DE CAMBIO

“Over half (57%) of Hispanic Enthusiasts say they have reshuffled their priorities to watch an important game,
including skipping family or friend events, taken off work, spent money they did not have or traveled miles to
watch an important match.” (Source)

And with so much soccer and so little time this summer, Hispanics are in a tough position. We want to be there for our friends and family, but don’t want to miss the best soccer tournaments, like the Women’s World Cup.

But, Ford’s purpose is to help people pursue their dreams and passions. So, let’s help Hispanics not miss a fútbol moment, while also giving their friends, family and colleagues a memorable experience.

Ford will “"sub"” a soccer freestyler, Laura Biondo, for 1 everyday fan during the USA vs. Netherlands Women's World Cup game on July 26.

This stage is critical in determining who moves on to next round. The USWNT is playing Netherlands that day in a much-anticipated matchup.

Biondo, a soccer freestyler, will drive a Ford vehicle, filling in for the fan wherever they had to be, while they enjoy the fútbol match.

The fan gets to enjoy the match. Their family, friends, & colleagues get to hang with a soccer personality. And Ford gets to capture this moment for BFP social media and digital content.

Qué golazo de cambio. Everybody wins.

CALL TO ENTRY VIDEO
Want to win a super sub? Here's how...

APPLICATIONS + WINNER
After fans submitted their entry videos, we choose 3 finalists, then left it up to the public to choose our winner. The winning entry was a soccer mom named Meesh, wanting to escape her kids for an evening to watch the USA match with her mother.

ENTER THE SUB
Laura Biondo (soccer fresstyler) 🔁 Meesh (soccer mom)

Videos ran across all channels, with ENG + SPAN post copy.

60s FULL

30s

15s RECAP

15s MEESH + MOM

15s LAURA + ABE

CD: Sabrina Ochoa
ACD: Roberto Lopez

Sr. AD: Nuno Mendes

CW: Johnny Constable

JOHNNY CONSTABLE

copywriter

FORD

PHASE 2: QUÉ GOLAZO DE CAMBIO

“Over half (57%) of Hispanic Enthusiasts say they have reshuffled their priorities to watch an important game,
including skipping family or friend events, taken off work, spent money they did not have or traveled miles to
watch an important match.” (Source)

And with so much soccer and so little time this summer, Hispanics are in a tough position. We want to be there for our friends and family, but don’t want to miss the best soccer tournaments, like the Women’s World Cup.

But, Ford’s purpose is to help people pursue their dreams and passions. So, let’s help Hispanics not miss a fútbol moment, while also giving their friends, family and colleagues a memorable experience.

FORD

PHASE 2: QUÉ GOLAZO DE CAMBIO

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“Over half (57%) of Hispanic Enthusiasts say they have reshuffled their priorities to watch an important game, including skipping family or friend events, taken off work, spent money they did not have or traveled miles to watch an important match.” (Source)

And with so much soccer and so little time this summer, Hispanics are in a tough position. We want to be there for our friends and family, but don’t want to miss the best soccer tournaments, like the Women’s World Cup.

But, Ford’s purpose is to help people pursue their dreams and passions. So, let’s help Hispanics not miss a fútbol moment, while also giving their friends, family and colleagues a memorable experience.

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“Over half (57%) of Hispanic Enthusiasts say they have reshuffled their priorities to watch an important game,
including skipping family or friend events, taken off work, spent money they did not have or traveled miles to
watch an important match.” (Source)