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Ford Philippines turns daily drive into tribute to motherhood

Ford Philippines turns daily drive into tribute to motherhood

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In a nation where Mother's Day is more than a Hallmark occasion, brands in the Philippines are expected to strike the right emotional chord—and this year, Ford Philippines is tapping into the intimacy of everyday moments.

The automaker released a short film ahead of Mother's Day that follows the daily routine of a mother and daughter—from home to school, with their Ford Everest as a constant companion. It's less about the car's specs and more about what it enables: shared space, quiet questions, unexpected revelations.

At the heart of the video is a simple question from daughter to mother during one of their drives: "Ma, what can't you live without?" It's a moment that turns the mundane into something profound, prompting the daughter to pen an essay in honour of the woman who holds her world together.

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Ford's approach aims to reinforce the role of the Everest as more than a utility vehicle: it's a mobile space for connection, reflection, and intimacy.

"This heartwarming video shows the ways we see our mothers' role in our lives," Kat Kuan, marketing director, Ford Philippines, said in a release. "We're proud that during these precious moments between a mother and her daughter, the Ford Everest makes the journey enjoyable, safe, and comfortable."

"We hope that through our Mother's Day video, we are able to reinforce the importance of shared experiences between mothers and their children while on the road, and how a reliable SUV like the Ford Everest can truly pave the way to celebrate these milestones," Kuan added.

In an environment saturated with noise, the restraint in Ford's film—no booming narration, no over-polished gloss—is a nod to the unglamorous, often invisible labour of motherhood. It's a reminder that not all tributes need grandeur; sometimes, the truest ones happen mid-commute.

The video premiered 10 May on Ford Philippines' official Facebook and YouTube channels.

Ford Philippines sold nearly 28,000 vehicles in 2024. Recently, the firm gave its popular Ranger and Everest models a sharper edge with new Sport Special Editions—adding a long leg sports bar and other functional upgrades to give the car a tougher stance and improved cargo support for work and rougher terrain.

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