Ford Motor Co. is employing the “don’t choose, take both” theme in its latest U.S. campaign titled “AND not OR.” The new cross-channel push, which is set to roll out in April, is designed to promote Ford’s EcoBoost engine family that is positioned as an alternative to many eco-vehicles by other auto brands on the market. The promotion takes on the common misconception that owners of the “green” cars have to choose one thing from two important ones—the ads say that there should be no bargains when it comes to comfort and performance. The campaign will include humorous prints, TV commercials, followed by social media and digital promotions.