Ford is highlighting the versatility of its new compact pick-up truck with a creative activation in Toronto, part of its new “Next Time, Go With a Maverick” campaign.

In collaboration with Array of Stars, the brand has parked an old car in a downtown parking lot with a giant stack of plywood boards strapped to its roof to highlight the vehicle’s limited storage capacity. A billboard above it showcases the 2025 Ford Maverick’s spacious storage capacity, with the stack of boards fitting neatly into the truck, emphasizing that Canadians’ vehicle capabilities should fit their lifestyle.

As part of the broader campaign, Ford is also launching video units, static images and influencer campaigns across multiple social channels to further drive conversation and awareness of the vehicle. Social channels include Facebook, Instagram, TikTok, Reddit, Pinterest and Snapchat.

Mindshare manages media and SJR handles influencer strategy, while Wieden+Kennedy handles creative.

Ford tells Media in Canada that following the 2025 Maverick’s introduction to the Canadian market last year, the team saw an opportunity to supplement the launch with a more “tangible message” in a high-traffic area, displaying the truck’s capabilities in real time.

The Maverick is a fairly new vehicle, so creative outreach was essential, the automaker says, noting that experiential OOH is an important component of the the mix for generating national reach and awareness.

“OOH provides a tangible execution that people are able to see in person and get the full effect of the impact of the installation,” Ford says. “This also allows for buzz in the market from people filming/taking pictures and posting their views online.”

For additional impact, transit shelter and street furniture units in the vicinity were booked to further increase the presence of the campaign, Ford adds.

The brand says the Maverick is designed for active individuals, such as ambitious millennials with side hustles or full-time creators and entrepreneurs, who often own sedans or SUVs that can’t handle various tasks, making them the perfect target audience for the campaign.

“It’s a common experience to see them attempting to haul oversized loads in comically incapable cars, so we positioned Maverick as the solution: the truck for people who didn’t know they needed a truck,” the brand says.

Ford is measuring the campaign’s success primarily through reach and awareness metrics, including OOH impressions and engagement on paid and organic social channels.

The total portion of the campaign dedicated to OOH advertising is expected to generate more than 2.1 million impressions.