Ford UK has announced a new social campaign which uses influencers and merchandise to showcase assistive driving technology.

Drawing on the Passenger Princess TikTok trend, the campaign was designed by Wieden + Kennedy’s social-first agency Bodega to give a nod to those who unashamedly enjoy being driven whilst calling the shots from the passenger seat.

Starring female influencers including Nella Rose, Farah, Beth McCreadie and Lisah, all reviewing the car firm’s accompanying merchandise including passenger princess shades, keychain, thermal and hand cream.

The social drive will see Nella Rose review the products while in hands free assisted driving mode, while all of the other influencers will also follow suit.

It follows on from Ford’s recent BSL-focused campaign which saw the car manufacturer tie up with the British Deaf Association to showcase the tech with people using the tech to signing along to popular songs in BSL while in the car.

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“Ford’s BlueCruise hands-free driving technology is unlocking new possibilities for drivers who, previously, have had little chance to enjoy long journeys and have some fun with their friends and family,” said Ford Britain passenger vehicle director Catherine Blee.

Head of Wieden + Kennedy’s social-first studio Bodega Gabriel Marchi said: “It can be easy for brands to jump into internet culture — but not so to do it authentically.”

“Ford’s Passenger Princess accomplishes that by seamlessly connecting a massive social media trend to an exclusive feature of the Mach-E,” he continued.

He added that delivering through a “merch line and influencers rather than assets” demonstrates the brand’s “creative edge”.

Last year Ford released the world’s first legal hands free car.