by The NFL postseason is often the premier stage for brands to debut their most ambitious marketing efforts, and this Sunday’s matchup between the Los Angeles Rams and Seattle Seahawks is no exception. As millions of fans tune in to FOX, they will witness the official television kickoff of the Ford Bronco SAR campaign NFC Championship special. This new initiative, titled “Answer the Call,” transitions the Bronco from a lifestyle off-roader to a vital tool for survival, highlighting Ford’s commitment to supporting volunteer search and rescue (SAR) teams operating in America’s most unforgiving environments.
Built Wild for Real-World Heroes
The core of the Ford Bronco SAR campaign NFC Championship advertisement focuses on the rugged engineering required to save lives where the pavement ends. Inspired by CEO Jim Farley’s firsthand experience watching Grand County Search and Rescue in Utah, the campaign showcases specialized Bronco Badlands models navigating treacherous mountain terrain. By featuring real-world heroes instead of actors, Ford emphasizes that the same Sasquatch Package available to consumers is capable of handling the high-stakes demands of professional rescuers who “do the most with the least.”
The “Answer the Call” Donation Program
Beyond the high-octane visuals of the Ford Bronco SAR campaign NFC Championship spots, there is a tangible mission to provide under-resourced volunteer units with elite equipment. Ford and the Bronco Wild Fund have partnered with the National Association for Search and Rescue (NASAR) to donate five custom-built Broncos to teams across the United States. Two vehicles have already been designated for Kern County Fire & Rescue in California and Teton County Search & Rescue in Wyoming, while the television campaign invites other 501(c)(3) organizations to apply for the remaining three slots.
Mission-Ready Technology on Display
Fans watching the Ford Bronco SAR campaign NFC Championship debut will see a level of upfitting rarely featured in standard automotive commercials. Partnering with Darley and Public Safety Direct, Ford has equipped these rescue rigs with Starlink satellite connectivity to ensure communication in “dead zones” and integrated drone systems for aerial reconnaissance. These technological additions, combined with heavy-duty winches and recovery gear, transform the Bronco into a mobile command center capable of shaving life-saving minutes off rescue response times in deep backcountry.
Bronco “Answer the Call” Key Details
| Program Feature | Description |
| Model Used | Bronco Badlands with Sasquatch Package |
| Key Upfits | Starlink Internet, Drone Systems, Winches |
| Current Recipients | Kern County (CA) and Teton County (WY) |
| Application Deadline | April 30, 2026 |
| Total Commitment | 5 Specialized Rescue Vehicles |
Connecting the Bronco to the NFL Audience
The timing of the Ford Bronco SAR campaign NFC Championship launch is a strategic masterstroke, tapping into the gritty, outdoor-oriented culture of the Pacific Northwest. With the Rams and Seahawks battling in the often-unpredictable weather of Seattle’s Lumen Field, the imagery of a Bronco conquering snow and mud resonates deeply with the football audience. Ford is positioning the vehicle not just as a weekend toy, but as a “confidently overqualified” partner for any challenge—whether that’s a cross-country road trip or a midnight rescue mission in the Rockies.
How Organizations Can Participate
As the Ford Bronco SAR campaign NFC Championship advertisement gains traction, Ford is directing interested volunteer teams to visit the NASAR website to begin the grant process. The application requires an endorsement from local law enforcement and proof of non-profit status, ensuring that these high-performance machines go to the teams that need them most. While the campaign highlights the extreme, the underlying message is clear: if the Bronco is trusted by professionals to bring the lost home safe, it is more than capable of protecting your family on the road.
A Legacy of Service and Strength
Ultimately, the Ford Bronco SAR campaign NFC Championship is about more than just selling SUVs; it’s about reinforcing Ford’s legacy of service that dates back to the first Ford police vehicles and ambulances. By investing $200,000 in wildfire recovery and donating these search and rescue units, the Bronco Wild Fund is proving that “Built Wild” is a promise of action, not just a slogan. As the Seahawks and Rams fight for their place in the Super Bowl, Ford is reminding us that some of the most important victories happen far away from the bright lights of the stadium.
