Ad of the Day: Ford goes night swimming in ethereal pickup truck film
When you think of pickup trucks you might imagine dusty rough terrains and rugged outdoorsy-type people, right? Ford and AMV BBDO have completely flipped this stereotype on its head and developed a beautiful and serene short film to capture the depths of their new Ranger truck.
‘Night Swimming’ features stunning underwater scenes of people wading the waters one evening in what, at first glance, appears to be a pool. Viewers witness the friends gliding around as ethereal lights shine all around them, illuminating the air bubbles and making everything appear to sparkle. As the group dips in and out of the waves, it becomes clear that they are actually in a lake surrounded by Ford trucks with the headlights on.
“The convention for pickups is to show rough terrain and tough loads, but Ranger has the best wading depth in the category,” said Martin Loraine, writer and deputy executive creative director at AMV BBDO.
“Showing it driving through deep water felt right creatively, but also makes it stand apart from other pickups.”
Directed by Adam Berg at Smuggler, the film was shot both in a creative studio and on location in Romania in late summer.
“Ford Ranger is the No. 1-selling pickup truck in Europe because, as a product, it stands head and shoulders above competitors,” added Peter Zillig, director of marketing, Ford, Europe.
“Our strategy was to create a campaign that would outperform typical pickup truck advertising. The outcome is a stunning demonstration of the Ranger’s class-leading wading depth, just one of the capabilities that make it the pickup.”
The Pan-European spot will also be supported by TV, VOD, YouTube, social media, digital out-of-home (DOOH), out-of-home (OOH) and a print campaign shot by photographer Benedict Redgrove.
