How do you position a brand for drivers who refuse to be Toyota normies?
Client: Ford
Market: Thailand
Launch: 2021
Problem
Ford needed to clarify its masterbrand positioning in Thailand.
While in the US Ford is the car of the everyday man, we observed a different truth locally.
In Thailand, people who chose Ford were original, entrepreneurial, and deliberately non-conformist — especially compared to the “Toyota guy”.
They wanted to break the mould, but in a hierarchical society where conformity is rewarded, that mindset isn’t always easy to express openly.
The brand needed a positioning that reflected — and legitimised — their mindset.
Solution
Break the norm.
A national brand campaign that expressed both what Ford stands for in Thailand and the mindset of its drivers.
A campaign that defined Ford as the brand that challenges “Toyota” conventions — for original entrepreneurs who know you need to break the norms to grow.
Insight
In Thailand, choosing differently is already an act of entrepreneurship.
In Thailand, the group decides what feels right. Difference carries social risk.
