Ford Authority

Ford Launches New ‘Raised By Goats’ Ad Campaign For Bronco Sport

One of the more interesting features of the 2021 Ford Bronco and Ford Bronco Sport is their G.O.A.T. modes, which are essentially just terrain management modes that Ford says enable both vehicles to “go over any terrain.” G.O.A.T. was also the original internal code name for the 1966 Ford Bronco project. But that acronym also has some fun possibilities, however, and now Ford is taking advantage of them with a new ad campaign dubbed “Raised by Goats.”

The story centers around a herd of goats that came upon a colt in the mountains trapped under a rock. They rescue him, then raise him as their own, teaching him to navigate the craggy terrain and rough waters of the region. Sturdy, confident, and now immensely capable, the horse transforms into the adventure-ready, all-new Ford Bronco Sport.

“Raised by Goats” is the first of three campaign spots produced by Wieden+Kennedy New York for Ford to celebrate the launch of its all-new crossover, specifically highlighting its G.O.A.T. Modes equipped with up to seven terrain management modes.

All three spots are under the umbrella of the “Built Wild” campaign platform, with the first two focusing on the extreme capability and power of the Sport. The third piece of the campaign, debuting in February, focuses on the versatility and customization options available for the rugged crossover.

“The Bronco Sport is ready to introduce even more outdoor enthusiasts to the wild,” said Matt VanDyke, director, U.S. marketing. “This campaign kicks off with a fun, mythical story of how the Sport – the Bronco of small SUVs – developed its impressive off-road capability.”

Bronco Sport deliveries began back in November, and we’re starting to see more and more of Ford’s rugged new crossover on the road. The Sport shares its Ford C2 Platform with the Ford Escape, but as we recently reported, it differs quite a bit, dimension-wise, from that model, and was designed from the get-go to offer serious off-road capability.

We’ll have more on this new ad campaign soon, so be sure and subscribe to Ford Authority for more Bronco Sport news and non-stop Ford news coverage.

Brett's lost track of all the Fords he's owned over the years and how much he's spent modifying them, but his current money pits include an S550 Mustang and 13th gen F-150.

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  1. Ford500guy

    I just saw two Bronco Sport models on the Ford dealers lot and will be calling the dealer to schedule a test drive. They appear to be alot more beefed up than the Escape that their based off of. Can’t wait to take one off road.

  2. Lurch

    I don’t know–a horse raised by goats?

  3. royly

    As soon as someone actually takes this unibody, mexican made, socccer mom mobile out in the mud, please post photos! NOT the mud next to the soccer field-out in the mud, off road, as advertised-GOAT, can’t wait to see this. Prediction: Big Tires, Mud, tiny 3 banger mill, winding up the turbo-ECOBOOM. This “looks cool” unibody grocery getter is NOT an Off Road machine-acting as if it is will do nothing but get a handful of those taking it off road to become stuck in bad situations. But to be fair, less than 1% will actually be going “Off Road”, again, not pulling up in the well maintained dirt parking lot, next to the kids soccer practice-this does not count.


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