Proving a truck is Tough Done Smart by trying to break it
Science of Truck
4awards, including Effies, Spikes, and the MFA Grand Prix
+30%brand awareness in APAC
2xRanger sales volume and revenue growth
+2.5 ptsshare, year over year
Challenge
The Ranger is Tough Done Smart. We needed to prove both halves in demonstrations nobody would forget.
Idea
Skip the claims and run the experiments. Alongside the Ranger engineers, we designed extreme tests of the truck's brain and brawn. Every one was real, and every one pushed the Ford to its limits.
The Work
The award-winning, full-funnel Science of Truck campaign, developed for Australia, New Zealand, and ASEAN. Also used in the UK, South Africa, China, Vanuatu (my personal favorite), and others.
Proving what's under the hood by putting it through hell
Stability, handling, roll mitigation
ASEAN Market
Full Video (2 minutes)
Teaser (15 seconds)
Australia Market
Full video (2 minutes)
Teaser (15 seconds)
Proving strength by trying, and failing, to break the truck
Strength and towing
TVC (30 seconds)Long form
See more spots
Long form, Asia15 seconds, Asia15 seconds, Australia
Showing the engineering behind the toughness, the hard way
