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Ford Motor Co. partners with Disney on Ford Bronco reveal

Phoebe Wall Howard, Detroit Free Press on

Published in Automotive News

DETROIT -- Disney will partner with Ford Motor Co. on the upcoming Ford Bronco reveal, the automaker confirmed Thursday.

Ford will unveil the all-new SUV "across Disney's broadcast, cable, digital and streaming properties" on July 13, Ford said in a news release.

"Three custom 3-minute films will air on ABC, ESPN and National Geographic, in each network's first commercial break in the 8:00 p.m. ET hour. All three films will be available on demand on Hulu the following day," the release said.

Jimmy Chin, a director, cinematographer and professional climber, is collaborating with Disney CreativeWorks to "co-create network reveal stories," Ford said.

Chin won an Oscar award in 2019 for his documentary film "Free Solo," a profile of the fearless rock climber Alex Honnold and his quest to climb El Capitan in Yosemite National Park. The video in the film is jawdropping.

"Ford Bronco is an icon that has captured people's imaginations and inspired them to explore the most remote corners of America and the world since the 1960s," said Jim Farley, Ford's chief operating officer, in prepared remarks.


"As a new era for Bronco begins, we're proud to tap the strengths of epic adventurers like Jimmy Chin and Disney storytellers to help bring Bronco to life and inspire millions of people to get out into the wild."

Rita Ferro, president of Disney advertising sales, said in a statement, "At Disney, we take pride in creating culture and leveraging our unrivaled portfolio of brands to authentically and creatively tell stories during meaningful moments."

With Ford, she said, Disney is "reimagining what a product reveal can look like by drawing upon our best-in-class sports, entertainment and streaming brands to bring the new Bronco family to life in a way that honors its heritage and gives viewers an unforgettable experience."

Ford announced the news within hours of the second quarter sales report, which is expected to be grim. On Wednesday, GM sales were down 34% and Fiat Chrysler sales dipped 39% following a two-month industry shutdown because of the coronavirus pandemic.


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