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By John Glenday | Reporter

January 23, 2023 | 3 min read

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.

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.


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

Creative Creative Works Ford

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