Ford Denmark: Family

Despite being in the throes of a divorce, a Danish family regroups to support the children as they grow up and come to accept the new family dynamic.

In this branded 15-minute-long short helmed by Daniel Kragh-Jacobsen, Ford Denmark experiments with this new format to reveal the realities of family life.

While the spot itself is somewhat slow in pace, it addresses the nationwide increase in divorce and plays on true emotions, instead of conforming to the usual happy-family-car-commercial format.

Although the vehicle's reliability is still very much its USP.

As Ford Denmark's communication and public affairs manager, Lene Dahlquist says, "Ford would like to position itself as a backbone in family life, [a car] that you can always count on."