For the second episode of this season, our co-hosts Raph and Kaye sat down with Dave Noonan, Social Media and Retail Communications Manager at Ford Australia. In this episode, Dave shares how the brand is evolving its approach to storytelling in a fast moving media landscape by focusing on content that brings to life the people behind the brand. Dave also reflects on what makes a brand partnership click and why bringing legal in early can make all the difference.
Brand storytelling that connects
For Dave, the role of marketing at Ford has always been about more than just selling cars. It is about bringing the brand’s identity to life in a way that resonates with Australians. As consumer behaviour continues to evolve, so too does the expectation that brands offer something deeper than a transaction. Dave explains that Ford’s approach has shifted from trying to be visible across every channel to creating thoughtful long form content that reflects the people and values behind the brand. This shift is about connecting on a more emotional level, building trust through storytelling that feels genuine.
One of the clearest expressions of this approach is Ford’s campaign around the Finke Desert Race, an iconic off-road event in the Northern Territory. The team followed a group of Ford engineers who entered the race in a lightly modified Ranger Raptor, not to promote a product but to demonstrate passion, pride and capability in action. The result was a 20 minute documentary style film that captured the dedication of the people behind the brand. It resonated so strongly with audiences that dealers now play it in showrooms, not as a sales tool but as a story that staff and customers alike are proud to share. For Dave, it is this kind of content, rooted in identity, community and authenticity, that defines what modern brand storytelling should look like.
Building a brand partnership
When you think of iconic and enduring brand partnerships in Australia, Ford Australia and Geelong Football Club come to mind. Believed to be one of the world’s longest running partnerships in professional sport, it dates back to 1925 when Ford manufactured vehicles in Geelong. While that chapter has closed, the shared values around sport, cheering on a team and community make the partnership stronger than ever, Dave explains.
He shares that great brand partnerships are built on a clear alignment of values, and that same thinking applies to Ford’s newer relationships. Queensland Rugby League offers a meaningful presence in a different part of the country, but more importantly, it reflects Ford’s identity: resilience, loyalty and community pride. Basketball Australia brings something different again. As Dave notes, nobody dislikes basketball. Its accessibility and national reach make it a natural fit for Ford’s network of local dealers, many of whom are already deeply involved in their communities.
These partnerships resonate because they are genuine. They are not about logos or impressions, but about shared purpose and mutual pride between brands, employees and customers. Dave describes it as the kind of goodwill money cannot buy. When people are proud to tell your story for you, that is when a partnership truly works.
Creating legally compliant marketing campaigns
Throughout the conversation, Dave returns to a core theme that sits behind every campaign: good marketing needs good legal advice. With hundreds of creative executions across multiple channels, campaigns are a significant investment. Each asset must not only resonate with its audience but also meet strict legal and regulatory requirements.
This is especially true in automotive, where precision matters. Dave offers the example of a vehicle crossing a river. He explains it’s enough for the footage to look good. It must clearly show the water is within the manufacturer’s wading depth, that the vehicle creates a bow wave, and that no alternate route is available. With this level of detail across so many moving parts, compliance cannot be an afterthought. The best results come from involving legal early and choosing a partner who will work with you. Platform formats, disclaimers and placement rules all shape the final message. When legal is part of the creative process and focused on solutions, campaigns are not just compliant. They are better.
Get in touch
To find out more about Dave Noonan and Ford, tune into our podcast, Legally Consumed, where we delve into everything consumer products related. Keep up to date with new podcast episodes by following us on Spotify, Apple Podcasts, Youtube Music or wherever you choose to listen from.
LinkedIn: https://www.linkedin.com/company/cie-legal/
Email: info@cielegal.com.au
