Ford will launch the new Ranger pickup with a video campaign showing a new owner taking a distinctly unconventional approach to their new vehicle. Much like how you might treat a new pair of jeans, instead of keeping the shiny new truck gleaming in some moody low-sun shots, the star of the ‘Go Break It In’ advert is seen abusing the Ford Ranger, throwing tools in the back, deliberately aiming for dirty puddles, and generally getting it filthy, before subjecting it to a quarry blast.

Created in partnership with AMV BBDO, the campaign comprises a film in long and short formats for TV, streaming services, YouTube and social media. The Ford Ranger advert will also appear in digital and social ads, digital billboards, and print.

https://www.youtube.com/watch?v=RzmT1a2gyt0

“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,” explains Richard Beard, marketing and communications manager at Ford Pro. “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.”

AMV BBDO creatives David Westland and Jeremy Tribe, who wrote the campaign, 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.”

The feature was directed by Marcus Söderlund at Academy Films and shot on location in Slovenia in October 2022. Images shot by photographer Sebastien Staub will back the video.

Phil Huff
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