Car manufacturer Ford says it is celebrating workers who “get sh*t done” in a new campaign showcasing its extensive range of commercial vehicles.
Developed by creative agency Wieden+Kennedy London, ‘Doing Beats Talking’ is centred around a tongue-in-cheek 60-second spot that sees the narrator constantly interrupted by workers doing their job.
Featuring a voice-over by Tom Hollander, the clip sees the Hollywood star competing with jackhammers, ambulances and underwater welders going about their work with the help of the US firm’s trade vehicles, subverting traditional car ads.
Richard Beard, marketing and communications manager of Ford Pro, said: “I’m really excited about this campaign, which perfectly showcases our fully refreshed range of vehicles in both the everyday and the more extreme use case scenarios they’re built to support.
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“Wieden+Kennedy London were brilliant to work with, developing bold thinking and great creative concepts that the production team then worked tirelessly to deliver.”
Directed by Fredrik Bond, the film will be pushed out across TV, connected TV, social video, digital video, and out-of-home in the UK, before a wider European release.
“We wanted to make a straight-talking statement that our audience could get behind. Ford Pro was all in on the idea of pitting doing against talking because it has always been a brand for the ‘doers’ of this world,” said David Colman, Wieden+Kennedy London creative director.
“The ad lets the doers’ actions drown out the narrator’s waffle, landing the line ‘Doing Beats Talking’ in the simplest way possible. Bringing this to life was a real team effort between client, agency and production, everyone dug in to make it happen.”
