Ford’s 90-Second Spot Estimated Worth: $15 Million

Ford is expanding its efforts to connect with consumers, even some who never have done business with the company before. Ford's effort begin through the opening of its first-ever FordHub interactive brand experience studio in New York City and a new ad for Super Bowl LI.

Ford’s 90-second ad represents the first time the company has run such a long ad during the Super Bowl. The commercial highlights near-term and longterm mobility solutions it is developing to help people Go Further in their daily lives. Thirty-second Super Bowl ads this year cost $5 million.

The ad launches just before kickoff of Super Bowl LI on Sunday. The spot showcases moments in which people have become stuck in life. It then showcases Ford solutions—including self-driving vehicles and ride sharing—to help people move freely again.

Digital extensions of the ad also debut at, featuring in-depth stories of Ford people who Go Further every day. Those featured include employees, dealers and partners who create the vehicles, technologies and mobility solutions Ford is working on today and tomorrow.


FordHub, located in one of New York’s busiest transportation centers—Westfield World Trade Center—is an interactive space designed to show the public how Ford’s expansion to an auto and a mobility company is helping change the way the world moves. FordHub is designed to inspire visitors—whether they own or intend to own a Ford vehicle or not—to think about the future of transportation in an entirely new way by encouraging imagination and dialogue.

“Ford was founded on the promise of providing affordable transportation solutions to millions of customers, and this commitment still drives us today,” said Stephen Odell, Ford executive vice president of global marketing.. “As we expand our business to be both an auto and mobility company, we’re using new experiences like FordHub and our first Super Bowl ad that talks about the future to explain what we mean when we say ‘We Go Further so you can.’”

Open now, FordHub invites consumers to join Ford to explore, experiment and learn how the company is rethinking the future of transportation.