Ford Drives Back into Formula 1 with Apple TV Docuseries

Ford is making a significant return to Formula 1 racing in 2026 as the power unit supplier for Oracle Red Bull Racing, marking its first major involvement in the sport in over two decades. The automaker is coupling this return with a novel marketing strategy centered around a docuseries exclusively on Apple TV+, aiming to connect the high-stakes world of F1 with the innovation driving its consumer vehicles.

A New Era of Racing Storytelling

The campaign, titled “Every Ground Is Our Proving Ground,” is a “micro-docuseries” designed to leverage Apple TV’s sequential ad technology. Rather than traditional ad spots, Ford will present a continuous narrative throughout race weekends, starting with Friday practice and culminating in Sunday’s Grand Prix. This approach allows Ford to showcase the link between Formula 1 engineering and the technology found in its production vehicles, such as the F-150 Raptor and Bronco Raptor. [Autoweek]

Behind the Scenes with Ford Engineers

The docuseries distinguishes itself by focusing on the engineers and teams behind the racing efforts, rather than celebrity drivers. Featured Ford Racing personnel include Christian Hertrich, F1 Powertrain lead, and Brian Novak, specializing in Off-Road engineering. Other team members like Kristen Goslawski, Anna Fortelk, Nicole McFaul, Jatim Goyal, Neil MacFarland, and Kevin Bologna, contribute expertise from various motorsports disciplines – Baja, Dakar, and Formula 1 – to translate innovations into consumer vehicles. [Yahoo]

“True Capability is Proven in the Extremes”

Ford’s marketing message centers around the slogan “True Capability is Proven in the Extremes,” emphasizing how racing environments serve as testing grounds for vehicle technology. The campaign builds upon Ford’s global brand platform, “Ready Set Ford,” and aims to demonstrate the company’s commitment to engineering and innovation. [Autoweek]

Strategic Partnership with Apple TV

The decision to launch the campaign on Apple TV was influenced by Apple’s exclusive U.S. Broadcast rights for Formula 1, beginning in 2025 after taking over from ESPN. The platform’s capabilities, including 4K Dolby Vision, multi-view feeds, and immersive audio, provide an enhanced viewing experience for fans. [Helm.news]

Expanding Beyond Formula 1

Ford’s push to highlight its capabilities extends beyond Formula 1. Recent initiatives include the TransAmerica Trail x Google mapping project and the “Answer the Call” Search and Rescue initiative, demonstrating a broader strategy to showcase the company’s expertise in challenging environments. [Yahoo]