Cars as facilitators and enablers of everyday activities, but also of great feats and adventures is the idea that articulates the “Ready Set Ford” platform, which the automobile company launched in September of last year to revitalize its brand. Now it’s expanding it with a European campaign that continues the effort to reposition Ford around action, resilience and utility.

The campaign has been devised by creative agency Wieden+Kennedy London and will run in 19 European markets. It is made up of three different spots that address different emotions with different narrative and visual styles with the intention of boosting the relevance of the brand in three categories: competition and performance, off-road or adventure cars, and professional vehicles.

The first of the spots is titled “Born to Compete” and has a clear aspirational and emotional vocation with the aim of raising the perception of Ford. With an artistic and cinematic approach, it shows a group of boys and girls playing with tires and leading to a race through beautiful sand dunes, communicating Ford’s roots in racing and its essence linked to competition.

What’s more, the phrase refers to the history of Ford, since the company began its career after Henry Ford’s victory in a race in 1901, beginning a 125-year legacy in racing, covering various disciplines and terrain.
The piece takes place to the rhythm of the song “Memoria”, by Rosalía and Carminho, and was filmed in the Namibian desert. It was made by director Aoife McArdle and has cinematography directed by Adolpho Veloso. The production corresponds to Smuggler.

The second spot is titled “Made to Take It” and focuses on the brand’s range of adventure vehicles, showing them in action, traversing forests, rugged terrain and extreme weather conditions. It is directed by Lopé Serrano, and presents impressive outdoor images to the rhythm of Verdi’s “La Traviata”, creating contrast between classical music and muddy landscapes. The Explorer, Bronco and Ranger models are the protagonists.

“Mornings. Made Possible by Doers” is the third installment of the campaign. It highlights the workers and professionals who begin their day before dawn and the rest of society starts a new day. The ad shows Ford vans and trucks linked to everyday work scenes, such as loading merchandise, delivering orders or assisting in construction. Contrasting with the idealization of the first piece, this spot focuses on vehicles as everyday allies.

The campaign has begun to roll out in the United Kingdom and will be activated in the rest of the European markets over the coming weeks. In addition to the spots, it will include executions on social networks and outdoor advertising. All of this focused on boosting Ford’s relevance in an increasingly complex and competitive market, marked especially by the ground gained by Asian brands.