Ford hails van and truck drivers with ‘Backbone of Britain’ campaign

Ford has released a new advert championing its range of commercial vehicles with ‘Backbone of Britain’, a minute-long celebration of the Transit Van and Ranger pick-up trucks.

Filmed on the Flintshire Bridge in Wales the moody sequence culminates in footage of a fleet of vehicles crossing the Dee Estuary at dusk.

The ambitious shoot, filmed last month, necessitated the closure of the cable-stayed landmark for nine hours while filming took place, made possible by recent essential maintenance work to the crossing.

In a statement, Ford UK wrote: “Here at Ford, we know it’s not our vans alone that keep Britain running, it’s the people that drive them – you. From plumbers to plasterers, engineers to electricians, we’re proud to serve those who serve our nation, with our new range of Ford Commercial Vehicles for 2019.

“From the tougher, smarter new Transit Van, to the electrified new Transit Custom Plug-in Hybrid or extremely capable new Ranger pick-up there’s something in the range that’ll serve you.”

The campaign championing Brits comes after Ford Europe chairman Steven Armstrong said earlier this month that Ford is spending tens of millions of Euros preparing for a possible British exit from the European Union without a trade deal, with its plans following the event still to be decided.

It also follows the promotion of Mandy Dean as UK marketing director.

Ford: Backbone of Britain

Added 29 April 2019
Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.