You're opening a can of worms with that question. I use Napa Gold (Wix) filters myself, and probably would on any car I own that they are available for; otherwise I'd go OEM.
I've sold lots of Motorcraft filters, they don't become flimsy in damp weather like I've seen with other cheaper filters, but they're pricey. STP was a refreshingly inexpensive change on my old Toyota Sienna and my Saturn car. Can of worms? yes.