A documentary about Ford's fight to survive.
In 2006, Ford announced the largest corporate turnaround in American history. Almost immediately, the company endured a barrage of cynicism and hostility from those in the press and the public.
Jalopnik had a regular feature called the Ford Death Watch. There was even a site called DieFordDie.com.
Ford had to do something to confront this negativity head on. In an unprecedented move of corporate transparency, they allowed JWT and filmmakers Joe Berlinger and Bruce Sinofsky to film a 30-episode online documentary about the issues facing the brand.
No topic was off-limits—from the disastrous decisions of the 70s and 80s, to the brand's reliance on fossil fuels, to even the auto plant workers losing their jobs, their pensions, and their security.
Our cameras were there for many of the tough decisions that made it possible for the brand to survive. Today, Ford is stronger than its been in decades. We were lucky enough to be there to witness some of that history taking place.