US car manufacturer Ford has partnered with creative agency AMV BBDO to launch a Pan-European campaign to promote its all-new 2023 Ranger pickup truck.
Titled ‘Go Break It In’, the campaign will be spearheaded by a 60-second TV spot that shows off the rugged nature of the new vehicle with an equally ‘untamed’ creative.
The film will also be released across video-on-demand, YouTube and social media alongside bespoke digital and social ads, digital out-of-home and print media.
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“Ranger is an iconic vehicle within the European pickup landscape, with a loyal customer base who value what the product brings to both their work and personal lives,” Ford Pro marketing and communications manager, Richard Beard said.
“This campaign shows a brief glimpse of just some of the arduous tasks that owners might subject their Rangers to and the inevitable bond that builds between the customer and their vehicle.”
Directed by Academy Films’ Marcus Söderlund and shot on location in Slovenia last October, the campaign will run across 20 European markets for the next 12 months.
AMV BBDO creatives, David Westland and Jeremy Tribe added: : “Our audience are the opposite of posers. They love Ranger for being tough and hard-wearing, like a battered pair of jeans. Ford were fully on board with us and the director Marcus Söderlund launching their brand-new model by scratching it, scraping it and generally giving it a real beating.”
