Ford goes to "real stories, real people."

Ford is using edgy documentary style video for its “Swap Your Ride” promotion. People are given a Ford car to replace their car for a week, and the results (that is, the ones that favor Ford) are made available on the website. My point exactly! For colleges, the testimonial experience of actual students is far more compelling than glitzy spots and brochures. Millennials are looking for authenticity. Warts-and-all unscripted personal stories are the way to get there.