RACING SPIRIT STILL DRIVES FORD’S LEGACY

Henry Ford’s 1901 sweepstakes win sparked the birth of The Ford Motor Company and embedded racing into its soul. Over a century later, Ford’s heritage of competition and teamwork is reimagined in a new ad by Hermeti Balarin and his W+K London team, connecting innovation, emotion and everyday life with creative brilliance.  

Henry Ford’s sweepstakes victory in 1901 was more than a personal triumph; it was the ignition point for The Ford Motor Company. That single race win laid the foundation for a brand that would go on to define automotive history. Over a century later, racing remains embedded in Ford’s DNA, not as a nostalgic footnote but as a living force shaping its identity.  

The sweepstakes win demonstrated Ford’s belief in competition as a crucible for innovation. It was proof that speed, engineering excellence, and daring could converge to create something enduring. Today, Ford continues to channel that spirit, reminding the world that racing is not just about the track—it is about the relentless pursuit of progress.  

What makes this legacy resonate is not merely the roar of engines or the thrill of victory, but the way racing connects to human emotion. Ford’s heritage is a reminder that brands must compete, must strive, and must inspire teamwork. Racing becomes a metaphor for life itself: the exhilaration of pushing boundaries, the discipline of working together, and the joy of turning heritage into everyday meaning.  

Ford’s story is not just about cars; it is about people. The sweepstakes win symbolised courage and vision, qualities that continue to define the company’s ethos. In celebrating its racing heritage, Ford invites us to see beyond mechanics and metal, to recognise the emotional bond between brand and consumer. It is a bond forged in competition, strengthened by collaboration, and sustained by the shared thrill of achievement.  

This reminder of Ford’s racing soul has been brought to life in a new advertisement created by Hermeti Balarin, Chief Creative Officer at Wieden+Kennedy London, and his team. Balarin, known for campaigns such as IKEA’s “Silence the Critics” and Greenpeace’s “Rang Tan,” has built a reputation for blending cultural insight with bold storytelling. Under his leadership, W+K London has delivered award-winning work for Nike, Heinz and Absolut, and now channels that creative energy into Ford’s heritage.  

More than a century after Henry Ford’s defining moment, the company’s racing soul remains a beacon. It is a reminder that heritage is not static—it is alive, evolving, and deeply connected to our own emotions and everyday lives. Brilliant work indeed, from a brand that continues to race forward.