Getting your vehicle serviced can be overwhelming. And the vehicle service market is competitive with many providers all promising to keep your car running. It can be stressful to figure out the best place to go to ensure your vehicle is taken care of and working properly.
I've spent years in this business, and here's what I've learned: Most people aren't experts on how their vehicle works. They just want to know it works, and that someone they trust is taking care of it.
That idea is at the center of our new Ford service campaign: Real Parts. Real Pros. Real Easy.
It’s built on three promises: parts designed for your vehicle, technicians trained on it, and an experience that is convenient for you.
A few months into the campaign, we saw that the message needed more. In a category this crowded, being credible isn't enough. People have to remember you.
So, we went looking for someone who could make vehicle service feel simple. We found a comedian who admits he doesn't understand it.
Nate Bargatze has talked in his stand-up about not being a car guy, and that's exactly why we wanted him. Nate is our customer. He owns a Ford Bronco® SUV. He doesn't want to learn what a serpentine belt does, and he shouldn't have to. When he says Ford Service is easy, people believe him, because he's the last guy who'd pretend to be an expert.
The new ads lean into that. We’ll launch on October 1 with two spots focused on our Ford Mobile Service and our Ford technicians. Throughout 2027, you’ll see additional creative build on these same campaign pillars: real Ford and Motorcraft parts, trained Ford service professionals, and easier, more convenient service experiences.
The humor is there for a reason. People put off vehicle maintenance because it feels complicated, or because they worry about being talked into something they don't need. If we can make someone laugh with a credible and memorable spokesperson, we help make the process feel less intimidating, and that's half the battle.
The message underneath the jokes hasn't changed. You don't need to know your vehicle. We do.
Brett Burin is executive director, U.S. Ford Customer Service Division Marketing Sales and CX
