All-new Ford Ranger takes on the world in new tv spot via JWTs Team Detroit airing this Sunday
The television campaign launch for the all-new Ford Ranger premieres this Sunday 23rd October.
The new commercials were created by Team Detroit, written by Pete Ogden, creative director of JWT New Zealand and art directed by Alf Nadin from JWT New Zealand.
The new spots pit the Ranger against the world, testing its rugged features on some of the most extreme terrain on the planet.
The first commercial to air this Sunday shows the Ranger taking to the notorious Skeleton Coast, a perilous stretch of road running down the Atlantic coast of Namibia. The road, named by Namibians as a warning to travellers, is constructed largely from sand and salt making traction difficult, even for most 4x4s.
The Ranger however is built for any challenge, and as the commercial reveals, the all-new XLT double cab 4×4 Ute takes on the tough coast line and comes out on top. With 147kW of power and 470Nm of torque from its 3.2-litre turbo-diesel engine, the Ranger can handle the most treacherous of environments with ease.
Says David Katic, general marketing manager, Ford Australia: “The all-new Ford Ranger is built to weather strong storms, traverse the toughest of terrain and come out on top in harsh conditions, so what better test than to film the rugged Ranger in some of the world’s most challenging environments.”
The Ranger campaign will reveal further commercials in the coming weeks, showcasing the pick-up’s credentials while tackling some of Africa’s most demanding roads. The campaign gives life not only to the Ranger XLT’s brawn, but also its brain. Boasting Bluetooth®1 with voice control, reverse parking sensors and Dynamic Stability Control, the Ranger XLT mixes high-tech with versatility.
The taut and toned all-new Ranger will be the new face of Built Ford Tough for Ute customers in 180 markets around the world – the result of a new global compact Ute truck platform. With outstanding towing capability, the all-new Ranger offers a rewarding light commercial Ute ownership experience with more capability, power, innovative features, comfort and safety than its predecessor.
Client Team
General Marketing Manager – David Katic
Marketing Strategy & Communications Manager – Greg Davidson
Marketing Manager – Jeremy Hanger
Marketing Specialist – Melissa Ocampo
JWT Melbourne Team
Executive Creative Director – Richard Muntz
Copywriter – Deborah Frenkel
Head of TV Production – Justine Kubale
Senior Account Director – Michael McConville
Senior Account Manager – Rhys Arnott
Wunderman Team
Creative Director – Stanley Johnson
Senior Account Director – Carly Adamis
Digital Strategy – Matthew Morgan
Production Manager – Nicole Ross
Mindshare Team
Business Director – Mandie Gilchrist
Manager – Adam Pinto
Digital Manager – Yoav Goldberg
Global Team Ford Australia
Business Lead – Ben Epstein
***
Team Detroit
Chief Creative Officer, Gobal Team Ford: Toby Barlow
Group Creative Director: Bradley Hensen
Chairman, ECD JWT Shanghai: Mayan Lo
Writer, Executive Creative Director, JWT New Zealand: Peter Ogden
Creative Director Team Detroit: Paul Kirner
Senior Art Director, JWT New Zealand: Alf Nadin
President, Client Services, Global Team Ford: Paul Venn
SVP, Business Director, Global Team Ford: Scott Kavanagh
Account Director Global Launch Vehicles APA: Eileen Lyons-Legon
Group Account Director: John Ottoway
Producer: Bob Rashid
Producer, JWT South Africa: Noeleen Burley
Account Director: Eduardo Parapugna
Senior Business Manager: Vicky Acosta
Production Company: Farm League, Santa Monica
Director: Chris Malloy
Executive Producer: Tieneke Pavesic
Executive Producer: Tim Lynch
Producer: Kathy Lynne Rhodes
14 Comments
That is the longest list of credits I have ever seen on an ad. Imagine the salary bill to make this one ad!!
You’ve got mail.
All those people credited and not one, NOT ONE, stopped half way through the job and said to the others, ‘This is a bit shit’?
Great stuff! They turned a brochure into a commercial.
Crap…
Bring the Jeremy and Vince The “A” team back!
oooh thats right, you lost them!
All those big creative directors and still no idea in the spot. What a joke.
How to wallpaper a desert.
In fairness to the many creatives involved, generally the more creatives from more countries you throw at a project, the less chance of an actual idea emerging.
This is obviously the crap that Ford wanted. They clearly have no idea about how to build a brand.
Ford switched from the name ‘Courier’ to ‘Ranger’ a few years ago – demonstrating that over 20 years of advertising had given the name ‘Courier’ zero value as a brand.
Can you imagine Toyota casually dropping the name ‘Hi-Lux’? No, Hi-Lux has value. Courier/Ranger has none, and this work shows why.
They could change the name again tomorrow and no one would miss Ranger any more than they did Courier.
Feel sorry for the creatives. The client obviously chose the Skeleton Coast because that’s the last place on earth cars don’t get any dirt on them. Guys, if that’s what they want – enjoy the trip and take the money.
In fairness, no pig-shooting tradie/bogan is going to drive something called a courier.
All these things look identical now… All a direct copy of the American pickup trucks. They should give them names like Redneck, Cletus, Billy-Ray and Bud and be done with it.
Re the work… Looks like a great trip, and that’s about all a creative can hope for when working on a global campaign. I wouldn’t go slagging off the creative guys until you’ve had to work on something like this. They ALWAYS turn out like this, no matter how hard you try.
How on earth do you guys follow a strategy like that when Toyota recently did this:
http://www.youtube.com/watch?v=Cg2A4BusfUI
Unbelievable!!!
I put a lazy fifty down that the closest they got to Namibia was Stockton Beach. Which makes it even more disappointing.
Dear Ford marketing team.
Take note of the Courier/lack of brand value comment.
May not be the most masculine name going around. But what the f_ck is Navara or Hilux supposed to mean?
Okay 7:33, you’re a courier.
Volkswagen was good
This could have been done better
I will give, 2 stars