Ford enlisted Born Social to create acampaign for its BlueCruise hands-free driving technology. The work builds on Ford's "Arrive Ready" platform.The goal is to show how drivers can arrive more focused. The carmanages steering, braking and acceleration, but drivers must keep their eyes on the road.The spots use adventure athlete Matthias Weger and climber William Bosi as they travel to sportingchallenges. Weger trains in northern Italy ahead of defending his title at Ekstremsportveko, the world's largest extreme sports festival. Bossi undertook a tough climbing route in southeasternFrance.AdvertisementAdvertisement"Traditional advertising often starts with the product and works backwards. Social-first creativity starts with the communities. The challenge wasn't showing hands-freedriving. It was finding real people with something meaningful at stake and using their stories to make the technology feel relevant," said Simon Cooper, executive creative director, BornSocial.The work is running across Ford's U.K. social channels and European markets. There are also athlete collaborations, paid social amplification and creator-first cutdowns designedfor Instagram, TikTok and YouTube Shorts.The initial spot debuted this month and a second comes in August. The ads cut between moments inside the car and during athletic feats. A tighteninggrip becomes a kayaking maneuver. Concentration in the driver's seat becomes focused on the rock face."We play in serious environments. Aside from the physical exhaustion, mentalcapacity is absolutely crucial. Having BlueCruise assist us on those journeys helps save energy and keep a fresh mind for what's ahead," said Weger.Theagency's brand work also includes Guinness, Ford, Barclays and Asda.