Ford Motor Company, like many brands, is rethinking the advertising campaigns it had planned for 2020. Once the coronavirus became a pandemic, Ford needed to reassure people that the brand was there for them in their time of need.

The two new ad spots are built [pun intended] off of the brand’s current tagline “Built Ford Proud” and promote the car company’s payment relief program.

Business as usual isn’t a great approach to branding right now and the fact that Ford recognized this and shifted gears quickly is a testament to good leadership.