Discover how Caloncho’s authentic connection with Ford creates a soulful journey that transcends language and touches the heart.
Sliding into your playlist like a fresh breeze off the Mexican coast, Caloncho’s latest album Tofu is pure auditory bliss—a vibe, a vacation in soundwaves. Blending soft indie-pop textures with tropical rhythms and giving off Mexican Jack Johnson vibes with an ‘80s Casio keyboard twist—I’m here for it. I spent the whole weekend vibing to Tofu, and trust me, it’s an album you need to listen to straight through.
And though I understand only one in every 50 Spanish words, his music is so relaxing and fun that it transcends language barriers. And in a world of fast-paced, high-energy drops, Caloncho offers that rare, soulful slow-burn that makes you hit repeat. Let me put it this way; Caloncho's Tofu is the only legal way to chill this hard in all 50 United States.
When watching the campaign creative, you'll notice the absence of the familiar “Built Ford Tough” slogan; instead, the focus embraces Caloncho’s laid-back vibe, spotlighting how the F-150 enhances life’s simple joys and daily adventures. More than just a tool, it’s a companion that clears the way for everyday joy.
In the campaign’s hero video, Caloncho shares, “In my free time, I try to do it all… go on everyday adventures.” Isn’t that what we’re all after? A life filled with balance, joy, and a hint of adventure. Or, as Caloncho says, “In the end, we’re all in search of something that resonates in harmony.” And with this campaign, you’ll be convinced that a Ford F-150 is your ticket to finding it.
Ford isn’t just a new chapter in Caloncho’s career—it’s been part of his story all along. Coming from a family of farmers, Caloncho grew up riding in pickup trucks with his grandpa, exploring the countryside. That’s where he cultivated his love for nature and developed an affinity for pickups—he even has an F150 tattooed on his forearm. When he first started touring, it was in a 2006 Ford Ranger. It’s this authentic backstory and genuine connection to the brand that form the beating heart of MAX campaigns. It’s what deeply engages fans, making them stop and see the brand in a new light, making these partnerships impactful—for the artist, the fans, and the brand alike.
What seals the deal for me is that Caloncho’s music isn’t just a crafted persona—it’s authentically him. Angie Mejía, the Artist Relations Manager who helped Ford connect with Caloncho for their campaign, said, “He’s just so chill, and honestly, he was the EASIEST artist I’ve ever worked with—so positive and nice the whole day!” And as if we needed another reason to love him, Caloncho was just nominated for a Latin GRAMMY!
And now for some fun behind-the-scenes scoop: While on set, Caloncho blessed everyone with an a cappella performance of his song. It was so good that Ford decided to use that raw, unplugged version for one of the social videos instead of the studio track. So, if you’re not already following Caloncho on all the socials, now’s the time—you won’t want to miss when that drops!
Oh, and did I mention the baby goats? Yes, you read that right—there were baby goats roaming all over the set during the campaign shoot! Talk about a scene-stealer. Imagine jamming with Caloncho while adorable goats frolic around—that’s a vibe you can’t script. It’s these unexpected, authentic moments that make this campaign—and Caloncho—so incredibly endearing.
Caloncho is a Mexican singer-songwriter known for his distinctive blend of pop and tropical sounds. Born in 1990 in Hermosillo, Sonora, he gained popularity with his heartfelt lyrics and catchy melodies. His music often incorporates reggae, bossa nova, and folk elements, creating a laid-back vibe that resonates with fans. Caloncho's breakthrough came with his debut album, Fruta, released in 2013, which showcased his unique style and earned him critical acclaim. Since then, he has continued releasing successful singles and collaborating with various artists, establishing himself as a prominent figure in Latin music. Caloncho has collaborated with several artists, including the popular Mexican band Los Cafres and fellow singer-songwriter Jesse Baez. With over 3M Spotify Monthly Listeners and more than 442M views on YouTube, Caloncho's singles "Optimista" and "Somos Instantes" have over 216M streams on Spotify combined.
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Craig Rector