The 60-second spot shares the vehicle's surprising origin story.
Ford’s latest ad from Wieden + Kennedy tells the story of an abandoned colt raised by mountain goats. The baby horse learns how to navigate nature’s rough terrain until he’s ready to tackle the elements on his own. The spot ends as the colt enters a cave and emerges as the Bronco Sport SUV. The goats are a literal representation of the vehicle’s G.O.A.T. (Goes Over Any Terrain) feature.