Ford Canada has launched a witty new campaign to promote the 2025 Ford Maverick, positioning the compact truck as the vehicle for those moments when everyday cars just can’t keep up. Created in partnership with Wieden+Kennedy Toronto, Next Time, Go With a Maverick humorously taps into a widely relatable experience: loading up groceries or bulky purchases, only to discover that the car simply doesn’t have enough space.
The campaign unfolds across paid and organic social channels as well as an in-person activation located at the bustling intersection of College Street and Bathurst Street in downtown Toronto. The out-of-home installation features an overstuffed vehicle struggling under the weight of an oversized load — a visual punchline that underscores the Maverick’s practicality and smart design.
“When we landed on our overall idea, we put a lot of thought into what our installation scenario would be,” said Cameron Norman and Mellette Mackie, copywriter and art director at Wieden+Kennedy. “It’s a common experience to see people trying to haul huge items in cars that just aren’t built for it. We leaned into that shared moment of frustration to show how Maverick is the solution for real life.”
The Maverick, a compact yet capability-driven truck, is positioned as an ideal fit for drivers who may not have considered owning a truck — but frequently find themselves wishing they had one. From home renovation supplies to weekend sports gear and outdoor adventure equipment, the Maverick is pitched as the truck that adapts to both everyday errands and bigger, lifestyle-driven needs.
To deepen engagement, Ford Canada is inviting fans to share their own “I needed a truck” moments. By commenting on Ford Canada’s Instagram page, participants can enter for the chance to win a 2025 Ford Maverick. The giveaway reinforces the campaign’s core message: some drivers don’t realize they need a truck — until they do.
With humor, relatability, and real-world practicality, Next Time, Go With a Maverick aims to shift perceptions by showing that trucks aren’t just for work sites and heavy towing — they’re for life’s everyday hauls.
