The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

Ford "Upside"

Entered in Social Good Campaign


When a competitor served up a polarizing TV spot that summed up the American work ethic as "work hard and buy lots of stuff", Team Detroit seized the opportunity. The agency made a shot-by-shot remake of the competitor's ad that gave voice to another set of values, "work hard and make a better world," turning the conversation into a positive social message that matched the values of the customers who buy Ford C-Max plug-in electric vehicles.

Strategy and Execution

The story of a real-life environmentalist Pashon Murray and her urban composting business resonated with online audiences, social media, mainstream media, farm journals, environmental journals and educators. In just 8 days it garnered over 1 million YouTube views. Script to finished spot: 7 days. Media budget: Zero.


Video for Ford "Upside"

Entrant Company / Organization Name

Team Detroit

Entry Credits