Ford and AMV BBDO launch the Ford Ranger by covering it in mud

Filmed by director Marcus Söderlund in Slovenia, Go Break It In will run in 20 markets

By Creative Salon

Ford Pro is launching a Pan-European campaign for the all-new 2023 Ranger pickup truck, created in partnership with AMV BBDO.

The all-new model replaces a vehicle that has been Europe’s best-selling pickup now for eight consecutive years.

Entitled “Go Break It In”, the creative work subverts automotive category conventions by eschewing beauty shots of gleaming vehicles. The idea is that, rather like a new pair of jeans, a boxfresh Ranger needs to be broken in before it feels just right. In the film, a rugged guy takes delivery of his brand-new pickup, and then spends his first days working with it, deliberately punishing it and dirtying it, whilst showcasing the new features of the vehicle.

The campaign comprises a film in long and short formats for TV, VOD, YouTube and social media, as well as a suite of bespoke digital and social ads, digital OOH, and print.

Richard Beard, Marketing and Communications Manager at Ford Pro, says: “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. 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, say: "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.”

Directed by Marcus Söderlund at Academy Films, the film was shot on location in Slovenia in October 2022. The campaign’s print and digital out of home feature stunning images shot by photographer Sebastien Staub. The work will be running in over 20 markets over the next 12 months.


Client: Ford Pro

Brand: Ranger

Campaign title: Go Break It In

Client name: Hans Schep, General Manager, Europe, Ford Pro

Client name: Brendan Lyne, Director, Vehicles, Ford Pro

Client name: Richard Beard, Marketing and Communications Manager, Ford Pro

Client name: Pushi Jaswant, Brand Content Manager, Ford Pro

Creative Agency: AMV BBDO

CCOs: Nadja Lossgott and 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 & 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


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