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Ford ‘Built for America’ Campaign Celebrates Workers

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Ford Limited-Use Public Health Emergency PAPR | Ford Built for America campaign
The Ford “Built for America” campaign spotlights the role of American workers during the pandemic
Photo: Ford

In preparation for the relaunch of North American manufacturing on Monday, Ford is unfurling new ads that shine the spotlight on its workers. Bryan Cranston narrates a trio of television commercials in the Ford “Built for America” campaign, one of which calls specific attention to how workers lent their expertise to building crucial medical equipment.

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“The auto industry is the backbone of America’s economy, and we’re proud of our workers’ resolve and dedication to quickly pivot and produce life-saving personal protective equipment during the coronavirus, making a real difference when the country needed us,” said Ford Motor Company President of the Americas and International Markets Group Kumar Galhotra. “Now Ford is ready to lead the way in safely restarting our U.S. factories, reopening other facilities essential to delivering the vehicles our customers need and doing our part to help restart the country.”

The presumptive hero ad of the “Built for America” campaign is “The Connection,” which says that the quick transition to building lifesaving equipment is part of the bond between Ford and America. While Ford will resume production on vehicles starting this Monday, it continues to build equipment for healthcare workers including powered air-purifying respirators, Model A-E ventilators, face shields, N95 masks, and reusable gowns.

To date, Ford says that it’s delivered 14 million face shields with a max output of 1.5 million face shields per week. Ford will continue to build PPE for its employees to prevent burdening the healthcare supply chain as it continues to combat the spread of COVID-19.

Watch all three of Ford’s Built for America commercials

As the name of the campaign suggests, the three TV spots all hammer home the Americanness of Ford, whether it’s hitting on how many people Ford employs in the United States or how Ford builds vehicles for Americans. This gives Ford the chance to note that it employs more hourly workers in the United States — around 56,000 — than any other automaker. Combining its 85,000 total employees with around 167,000 employees of more than 3,000 dealerships, Ford arrives at the figure of 260,000 people who have the back of Americans fighting through whatever “new challenge [is] trying to take us out.”

Ford expects to bring 12,000 employees back to work on Monday.

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