Ford and Born Social Help Elite Athletes "Arrive Ready" with new BlueCruise campaign

Jul. 17, 2026

Ford has unveiled a new social campaign for BlueCruise, its hands-free eyes on driving technology, created in partnership with global social-first creative agency, Born Social.

Building on Ford's wider, ‘Arrive Ready’ platform, the campaign demonstrates with two films how BlueCruise can help drivers feel more focused and prepared for the road ahead by reducing cognitive load during long journeys. Rather than relying on actors or fictional scenarios, Born Social brought the platform to life through the authentic stories of two elite athletes pursuing ambitious personal goals.

The campaign follows multidisciplinary adventure athlete Matthias Weger and renowned Scottish climber William Bosi as they travel to locations across Europe to take on challenges that push them beyond their limits.

For Weger, that meant training in northern Italy ahead of his attempt to defend his title at the world's largest extreme sports festival, Ekstremsportveko festival. For Bossi, it meant tackling Three Degrees of Separation in southeastern France, a demanding climbing route featuring dynamic movements outside his usual speciality.

At the heart of both films is the idea that preparation begins long before the challenge itself. Using BlueCruise during their journeys, the athletes are shown mentally rehearsing and visualising the tasks ahead while keeping their eyes on the road, arriving focused and ready to perform at their best.

To bring this idea to life visually, Born Social developed a series of cinematic match cuts that seamlessly transition between moments inside the vehicle and moments during performance. A tightening grip becomes a kayaking manoeuvre. A moment of concentration in the driver's seat becomes focused on the rock face. The result is a visual representation of how the mind prepares before the body acts.

Filmed on location across Italy and France, the campaign was designed to feel grounded in real experiences and genuine ambition. Both athletes selected goals they were already working towards, allowing the work to capture authentic moments.

Running across Ford's owned social channels in the UK, the campaign includes hero films, athlete collaborations, paid social amplification and creator-first cutdowns designed for Instagram, TikTok and YouTube Shorts. Assets will be available across Ford's European markets.

Stefan Tinnemann, Senior Manager for Ford Model e Product Communications & Public Affairs, Ford, said: 

"BlueCruise was designed to make driving easier and more enjoyable, helping people feel less fatigued and more prepared when they reach their destination. This campaign shows that benefit through the lens of real people pursuing meaningful goals, demonstrating how technology can support people in getting more from the moments that matter."

 

Matthias Weger, Professional Adventure Athlete, said:

“What most people don’t see is that even if you live in the mountains, travelling to our playground is still a big part of what we do. A lot of the time, we are on the road very early in the morning, and it’s not always easy to avoid losing too much energy before the real adventure even starts. We play in serious environments, and aside from the physical exhaustion, mental capacity is absolutely crucial. There are important decisions to make every single moment, and often those decisions determine whether we get back safely and healthy or not. Having BlueCruise assist us on those journeys helps save energy and keep a fresh mind for what’s ahead.”

 

Simon Cooper, Executive Creative Director, Born Social, said:

"Traditional advertising often starts with the product and works backwards. Social-first creativity starts with the communities. The challenge wasn't showing hands-free driving. It was finding real people with something meaningful at stake and using their stories to make the technology feel relevant.”

 

William Bosi, Professional Rock Climber, added:

“The goal of this trip was to climb an incredible route called “3 Degrees of Separation”. Pictures of this climb were a huge inspiration to me as a teenager and this was one of those dream lines I never imagined I would be capable of. So, being able to come out with Ford and get on this line was a super rewarding experience!”

 

The campaign continues Ford's commitment to creating social-first storytelling that connects product innovation with culture, passion and human ambition.