Very Gay Raptor

Ford

Making Ford's toughest truck gay to fight discrimination

ThIS WORK WAS CREATED AS A COLLABORATION BETWEEN WPP COMPANIES VMLY&R, H+K AND MAKERHOUSE

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What kicked it all off...

Social listening identified an undercurrent of homophobia in the pick up category, directly contradicting Ford's brand values of inclusivity and freedom.

So when a fan posted a discriminatory comment on Ford's YouTube channel, Ford acted swiftly.

Comment on YouTube that reads: "well... that's a cool car! -But that blue color is VERY GAY!! Hey Ford! Paint it in BlackNGold or camo!

 

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Ford responded...

...by giving the Raptor in the video a "very gay" digital paint job and re-posting the video across Ford's social channels, restating Ford's 25 year commitment to LGBTQ+ and inclusivity inclusivity.

Social post from Ford reading: "'Very Gay' was a compliment, right?"
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...But It Didn't Stop There

A real-life "Very Gay Raptor" was produced — provoking a much needed, global conversation about the category's homophobia problem. It became a catalyst for Ford's ongoing commitment to ridding the automotive category of discrimination.

  • 22M people reached
  • 180M media impressions
  • 140+ media articles
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