Ford Motor Co. is launching an promoting marketing campaign Saturday designed to boost consciousness of the brand new Bronco Sport crossover and assist differentiate it from the bigger Bronco SUV.

The primary of three commercials will air through the NFL playoff sport between the Los Angeles Rams and Seattle Seahawks. Though Ford won’t promote on this yr’s Tremendous Bowl, Matt VanDyke, U.S. advertising director, stated he challenged the crew to create a Tremendous Bowl-worthy business to catch viewers’ consideration.

The result’s a 60-second spot known as “Raised by Goats” through which an injured colt is rescued and reared by a pack of mountain goats till it turns into assured touring on snow, up rocks and thru water.

The business is a nod to the unique Bronco’s code-name, “G.O.A.T.,” which stands for “goes over any terrain.” The spot, produced by New York advert company Wieden+Kennedy, was shot in October on Mount Baker within the Seattle space. It was directed by Stacy Wall, who additionally shot Ford’s latest “Constructed for America” advert marketing campaign.

“We created a reveal marketing campaign for the Bronco household. … It was an enormous success, and Bronco received huge buzz, however there was positively some concern Bronco Sport wasn’t getting the excitement Bronco received,” Stuart Jennings, a inventive director with Wieden+Kennedy, stated on a convention name with reporters. “We needed to verify Bronco Sport would step out of the shadow of the large Bronco. We had been in a position to create a persona and showcase its functionality.”

The 2 different 30-second spots, known as “Go There” and “Find Your Wild,” tout the car’s off-road prowess and storage choices.

The Bronco Sport went on sale in late November. Ford says it bought 5,120 of them by way of Jan. 4. The Bronco SUV is predicted to go on sale this summer time.