A different kind of advertising campaign is appearing on streaming platforms. Rather than short commercial breaks, some brands are testing longer video stories designed for streaming ads that unfold over several episodes. One recent example comes from the Ford Motor Company, which has been running a campaign on the Apple TV platform built as a short documentary series.
The project centres on Ford’s return to Formula One racing. It also shows the work engineers are doing to prepare the sport’s next generation of engines. The campaign delivers streaming ads as a sequence of short episodes that appear at different points in a race weekend. Automotive publication Autoweek described the project as a “micro-docuseries” that follows Ford engineers and other specialists working on the company’s motorsport program. Each segment focuses on a different stage of development, like design work and testing. The series highlights the preparation required before a car reaches the track.
Campaign designed for streaming ads
The Ford campaign runs in Apple TV advertising placements tied to Formula One content. Viewers who watch coverage during a race weekend may see different parts of the story. The structure allows the narrative to develop gradually not appear as a single standalone commercial.
Sequential storytelling has been used in digital marketing for years. Online platforms often present ads in stages so viewers receive related messages over time. Streaming platforms now allow advertisers to present streaming ads and video campaigns in multiple viewing sessions.
The campaign shows how brands are experimenting with that structure. Instead of compressing a message into thirty seconds, the story is divided into several short chapters. Each episode adds context about the engineering work behind Ford’s motorsport project.
Streaming ads continue to expand
Streaming platforms have become an important place for advertisers to reach viewers. Many services now offer lower-cost plans that include advertisements with subscription content. Research from the Interactive Advertising Bureau shows how quickly the sector has grown. The group reported that connected television advertising spending in the US reached about $23 billion in 2024, reflecting continued growth in streaming advertising.
Connected television, often shortened to CTV, refers to internet-connected devices used to watch video content on televisions. It includes smart TVs and streaming devices, and apps that deliver video on demand.
As more viewers watch content this way, advertisers are adapting their campaigns to fit the format. Streaming environments allow brands to show related video messages in multiple viewing sessions. Ford’s campaign illustrates how these formats can support longer storytelling.
Motorsport returns to Ford’s strategy
The campaign also ties into Ford’s upcoming return to Formula One racing. The company announced in 2023 that it will develop power unit technology with Red Bull Racing beginning with the 2026 Formula One season.
The Red Bull partnership focuses on the next generation of Formula One engines. Under the 2026 rules, Formula One will introduce new hybrid power units designed to increase electric power output and support the use of sustainable fuels. According to Formula One management, the new regulations are intended to improve efficiency and reduce emissions.
Motorsport programmes often serve as a testing ground for new technology, with automakers using racing programmes to test new ideas. Work on engines and materials may later appear in production vehicles and software developed for racing may also influence road cars.
The Ford campaign highlights the link between racing development and engineering work. Instead of relying on actors or scripted scenes, the episodes feature engineers working on the project, and discuss the design challenges and testing processes involved in building a Formula One power unit.
Autoweek reported that the campaign focuses on the engineers behind the project rather than the drivers. The goal is to show how technical work shapes the performance of the final machine.
Brand storytelling
Longer branded video projects have appeared more frequently in recent years. Some companies produce documentaries or episodic online series connected to their products or identity. Streaming platforms provide a distribution channel for those projects. Videos can appear in streaming environments where viewers already watch other content. Ford’s campaign uses that environment to present a story about engineering work and preparation for the 2026 Formula One season.
The series also reflects how some brands are testing video formats that resemble short documentary or entertainment programmes.
Whether more companies adopt similar approaches may depend on how audiences respond. Streaming platforms continue to expand their advertising tools, and campaigns like Ford’s show how those platforms can support longer narratives that unfold in multiple viewing sessions.
See also: Netflix and NBCUniversal test hybrid marketing campaigns
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