Ford Motor Co. is launching an advertising campaign Saturday designed to increase recognition of the new Bronco Activity crossover and enable differentiate it from the larger sized Bronco SUV.

The 1st of three commercials will air through the NFL playoff sport involving the Los Angeles Rams and Seattle Seahawks. Even though Ford will not advertise in this year’s Tremendous Bowl, Matt VanDyke, U.S. advertising director, reported he challenged the staff to develop a Tremendous Bowl-deserving commercial to catch viewers’ interest.

The end result is a sixty-next place called “Lifted by Goats” in which an wounded colt is rescued and reared by a pack of mountain goats right until it results in being confident touring on snow, up rocks and by means of h2o.

The commercial is a nod to the unique Bronco’s code-name, “G.O.A.T.,” which stands for “goes in excess of any terrain.” The place, developed by New York advert agency Wieden+Kennedy, was shot in Oct on Mount Baker in the Seattle space. It was directed by Stacy Wall, who also shot Ford’s latest “Created for The united states” advert campaign.

“We produced a expose campaign for the Bronco household. … It was a substantial achievements, and Bronco bought large buzz, but there was undoubtedly some worry Bronco Activity was not finding the buzz Bronco bought,” Stuart Jennings, a imaginative director with Wieden+Kennedy, reported on a meeting phone with reporters. “We needed to make confident Bronco Activity would step out of the shadow of the large Bronco. We had been equipped to develop a identity and showcase its capacity.”

The two other 30-next places, called “Go There” and “Uncover Your Wild,” tout the vehicle’s off-highway prowess and storage options.

The Bronco Activity went on sale in late November. Ford claims it marketed 5,a hundred and twenty of them by means of Jan. four. The Bronco SUV is anticipated to go on sale this summer time.