Ford Canada’s Got the Cure for Parking Lot Heartbreak

Few moments hit harder than the parking lot heartbreak when you’ve conquered the checkout line, only to realise your car’s storage game didn’t get the memo.

Ford Canada, in collaboration with Wieden+Kennedy Toronto, identified this everyday problem and knew the perfect solution, the 2025 Ford Maverick.

To build awareness for the new compact truck, the new campaign ‘Next Time, Go With a Maverick’ leans into the versatility of the vehicle. The campaign will live across both paid and organic social, in addition to the in-person activation in downtown Toronto, at the intersection of College St and Bathurst St. The Out of Home activation is an eye-catching and humorous installation that taps into the relatable moment of overfilling your car.

“When we landed on our overall idea, we put a lot of thought into what our installation scenario would be,” explained Cameron Norman and Mellette Mackie, copywriter and art director at Wieden+Kennedy. “We went through endless situations where Maverick was the solution to keeping up with human capability and landed on the universal fact that people need a car that matches their lifestyle. It’s a common experience to see people attempting to haul oversized loads in comically incapable cars so we fully leaned into that for this stunt.”

To further engage audiences and drive awareness for Maverick, Ford Canada will be giving away a 2025 Ford Maverick to one lucky winner. We positioned Maverick as the truck for people who didn’t know they needed a truck.

To enter, fans can head to Ford Canada's Instagram and comment about the time they needed a truck the most, or a time when a Ford Maverick would have come in handy.