Respect the Ford Ranger

Campaign: "Ran"/"Reverse"

Product: Ford Ranger 4X4 Automatic

Client: Ford

Problem: Pick-up trucks was a competitive category in the 2000's. Toyota Hilux and Mitsubishi Triton were doing well. Meanwhile, Ford as a badge was no longer the pedigree it had once been in the 80's and early 90's, although the brand had long established itself in the country as a formidable car-maker. As one of the earliest 4X4 pick-up entrants into the scene, it still had the advantage of reminding the target market of its built-tough quality, a promise it had made for almost a decade. The challenge then did not lie in creating a proposition that was unique as the hygiene factor for this category was always going to be 'toughness'. Instead, we had to up the ante in interpreting what 'toughness' meant.

Solution: We used TV to dramatise quiet strength. The sort of strength that wasn't brash or obvious or noisy, but that commanded respect. Hence, simple scenarios of everyday life where such respect would be offered were story-boarded and shot.