Very Gay Raptor

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

...Read More

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!

 

...Read More
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?"
...Read More
...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
...Read More