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Ford Ranger: Night Swimming
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Ford of Europe has launched a new Pan-European campaign for the Ranger pickup truck, showcasing its best-in-class 800mm wading depth. Ranger is Europe's top-selling pickup and winner of multiple awards, including the bi-annual International Pick-up Award 2020 and What Car? Pick-up of the Year 2021. Created by AMV BBDO and entitled 'Night Swimming', the creative work subverts pickup category conventions of trucks battling dusty deserts and rocky mountains, piloted by rugged outdoorsy men. 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. The film features beautiful underwater scenes of people swimming at night, apparently in a pool. It’s then revealed that they’re actually swimming in a lake and the water is lit not by pool lights, but by the headlights of Ranger pickups, demonstrating their 800mm wading depth.
Client name: Peter Zillig, Director of Marketing Related
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