Ford ditches shots of spotless cars for mud-splattered pickup in latest ad
American automobile brand veers off the winding, tree-lined roads and on to the dirt track to promote new pickup.
A fresh-off-the-production-line Ford Ranger pickup truck is the subject of a new pan-European ad campaign that will span 20 separate markets across the continent over the coming year.
Devised in partnership with AMV BBDO, ‘Go Break It In’ seeks to upend expectations in the crowded automotive category by ditching glamor shots of spotless vehicles in favor of mud-splattered outdoor vistas.
The rugged approach shows the proud new owner of a pickup put the vehicle through its paces as he breaks in his pride and joy by deliberately pushing the vehicle as hard as it will go.
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AMV BBDO creatives David Westland and Jeremy Tribe said in a statement: “Our audience are the opposite of posers. They love Ranger for being tough and hard-wearing, like a battered pair of jeans. Ford was fully on board with us and the director Marcus Söderlund launching its brand-new model by scratching it, scraping it and generally giving it a real beating.”
The headline film airs on TV, video on demand, YouTube and social media, accompanied by complementary digital and social ads, digital out-of-home and print messaging.
Credits
General manager, Europe, Ford Pro: Hans Schep
Director, vehicles, Ford Pro: Brendan Lyne
Marketing and communications manager, Ford Pro: Richard Beard
Brand content manager, Ford Pro: Pushi Jaswant
Creative agency: AMV BBDO
CCOs: Nadja Lossgott, Nicholas Hulley
ECD: Martin Loraine
Creative team: David Westland and Jeremy Tribe
Strategy team: Stephen Wallace
Account team: Tom Shattock, Kate Harris, Giselle Tooth and Richard Emanuel
Film producer: Rory Elms
Art producer: Kirstie Johnstone
Project manager: Vaishali Vaghela
Production company: Academy Films
Director: Marcus Söderlund
Production company EP: Medb Riordan
Production Company Producer: Ash Lockmun
Sound design: Parv Thind
Sound studio: Wave
Sound studio executive producer: Eleanor Brandwood
Music supervision: Eclectic
Post-production: Ninetween Twenty
Post-production producer: Chee Yen Wang
Editor: Thomas Grove Carter
Editor producer: Noreen Khan
Photographer: Sebastian Staub
Photography agent and production: Staub Studios Gmbh
Media agency: Mindshare
Activation agency: VMLY&R
Social/digital agency: Rapp
Senior project manager: Rosie Atherfold
Motion design lead: Rob Dewell
Creative (digital): Ruby Randall Cutler
Copywriter (digital): Lily Barclay
Senior creative artworker: Steve Hopkins
Senior designer: Ian Mills