Ford is trying a new route– honesty. And it’s being done via a serious commitment to video on the web. Advertising Age reports that a brutally honest series detailing Ford’s turnaround efforts is debuting. It will consist of 50 5 minute videos.

This is a great idea, and a great way to pull in an audience with the kind of honesty and detail a 30 second spot simply can’t provide.

Long form, people! Try it. You’ll like it. See our samples here.