Ford critiques fancy keynotes and high-tech competitors in a new campaign starring Bryan Cranston. “Built Ford Proud” takes an cinematic but confident approach to selling cars at a time when investors have been more interested in the next big thing.

Airing during NCAA football games on Saturday, Ford’s “Proud” ads will thumb their noses at other brands trying to be unnecessarily fancy (“[Ford] is not a metaphor”) or ride the coattails of a legacy brand through mergers. Rather, Ford wants to remind consumers—and investors—that the brand has earned trust over the past 115 years not by dreaming but doing.

Cranston has been providing his voice to Ford campaigns for around two years now, but this new campaign will be the first time he appears in person. Ford chose the Emmy award-winning actor for his hard-hitting persona—a far cry from those soft-spoken, philosophical Lincoln ads starring Matthew McConaughey.

Speaking with the press during Ford’s annual dealer show on Thursday, Jim Farley, president of global markets explained the casting choice.

“[Cranston] has a kind of swagger to get down to the essence of things, and we think that’s really important nowadays,” said Farley. “He just captures that no-baloney, real honesty that frankly we don’t hear much of anymore.”

Keynotes and robots attempt to poke fun at competitors like Tesla. In one ad, a Mustang sails over a hill with a disclaimer that Ford “does not condone or make flying cars.”

All joking aside, Ford knows where it stands. With an expensive 11-year restructuring underway and a $1.2 billion drop in revenue for Q1, Ford can literally not afford to ignore the industry’s demand for innovation.

That isn’t to say that Ford isn’t interested in technology. In addition to the company’s past, “Built Ford Proud” highlights efforts like the Ford Pass app, electric vehicles and “transforming cities.” At the Detroit auto show this past January, Ford announced that it would release 40 electric vehicles and hybrids by the year 2022.

Ford won’t abandon its iconic “Built Ford Tough” slogan, but will apply it only to trucks. “Built Ford Proud” will act as a bridge between all vehicles. The new campaign will appear on TV, print and Ford’s social channels, with an emphasis on sporting events.