This Ford truck ad is nothing you'd expect from a Ford truck ad

Gorgeous dreamy spot about night swimming from AMV BBDO promotes the Ranger pickup truck

Published On
Dec 08, 2021

Editor's Pick

Ford's latest commercial for its Ranger pickup truck isn't at all what you'd expect—it's a beautifully shot film more reminiscent of a fashion spot, or even a perfume ad. 

Eschewing the familiar SUV tropes of rugged men off-roading in mountainous terrain and treacherous landscapes, the film starts off with a group of swimmers, both female and male, taking a night-time dip in what looks at first like an illuminated pool. As they push their way gracefully and serenely through the water, it eventually emerges that they're swimming in a shallow lake, and they're lit by the headlamps of a bunch of Ford Ranger pickups. 

The idea of the ad, created by AMV BBDO, is to demonstrate a key aspect of the truck's spec: its 800mm wading depth. The spot later depicts the trucks in the water alongside the swimmers and then driving onto the shore.

“The convention for pickups is to show rough terrain and tough loads, but Ranger has the best wading depth in the category. Showing it driving through deep water felt right creatively but also makes it stand apart from other pickups,” explained Martin Loraine, writer and deputy executive creative director at the agency.  

"Our strategy was to create a campaign that would outperform typical pickup truck advertising," added Peter Zillig, director of marketing at Ford of Europe. “Ford Ranger is the number one selling pickup truck in Europe because, as a product, it stands head and shoulders above competitors. The outcome is a stunning demonstration of the Ranger’s class-leading wading depth, just one of the capabilities that make it the pickup.”

The spot was directed by Smuggler's Adam Berg and shot both in a film studio and on location in Romania. Running across multiple channels, it's accompanied by print and digital out-of-home ads featuring images shot by photographer Benedict Redgrove.


Dec 08, 2021
Client :
Ford Ranger
Agency :
Director of Marketing :
Peter Zillig
Marketing and Communications Manager :
Richard Beard
Brand Content Manager :
Pushi Jaswant
Alex Grieve
Nadja Lossgott
Nicholas Hulley
Writer and Deputy ECD :
Martin Loraine
Strategy Partner :
Stephen Wallace
Senior Strategist :
Katherine Oulds
Managing Partner :
Tom Shattock
Business Director :
Roberto Ghidini
Business Director :
Kate Harris
Account Director :
Jean-Luc Gentilli
Senior Film Producer :
Romila Sanassy
Senior Art Producer :
Rhiannon Nicol
Senior Project Manager :
Sammy Kennard
Senior Project Manager RAPP :
Dean Kelly
Senior Project Manager RAPP :
Donna Valenzano
Motion Design Lead RAPP :
Rob Dewell
Motion Designer RAPP :
Gabor Eszenyi
Creative Digital RAPP :
Alex Sims
Copywriter Digital RAPP :
Rachel Stafford
Senior Creative Artworker and Deputy Studio Manager :
Steve Hopkins
Production Company :
Director :
Adam Berg
Production Company Producer :
Ben Croker
Sound Design :
Matt Collinge
Sound Design :
Phaze Audio
Sound Engineer :
James Benn
Sound Studio :
Bark Soho
Sound Studio Executive Producer :
Cliff Wilson
Music Supervision :
Jak Melvin
Music Supervision :
Music Artist and Track Name :
Oh Land Wolf and I
Master :
Sony Records
Publisher :
Sony ATV
Post-Production :
Nineteen Twenty
Post-Production Producer :
Scott Griffin
Editor :
Paul Hardcastle
Edit :
Editor Producer :
Noreen Khan
Photographer :
Benedict Redgrove
Photography Agent & Production :
Emma Phillips
Visual Artists Retouching :
Media Agency :
Activation Agency :

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