Campaign SpotlightPress Release

Ford Pro and AMV BBDO ‘break in’ new Ranger by covering it in mud

LONDON, UK — Productivity accelerator Ford Pro has launched a Pan-European campaign for the all-new 2023 Ranger pickup truck, created in partnership with creative agency AMV BBDO. The all-new model replaces a vehicle that has been Europe’s best-selling pickup now for eight consecutive years.

Entitled “Go Break It In,” the creative work subverts automotive category conventions by eschewing beauty shots of gleaming vehicles. The idea is that, rather like a new pair of jeans, a boxfresh Ranger needs to be broken in before it feels just right. In the film, a rugged guy takes delivery of his brand-new pickup and then spends his first days working with it, deliberately punishing it and dirtying it, whilst showcasing the new features of the vehicle.


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.

Richard Beard, Marketing and Communications Manager at Ford Pro, said, “Ranger is an iconic vehicle within the European pickup landscape, with a loyal customer base who value what the product brings to both their work and personal lives. This campaign shows a brief glimpse of just some of the arduous tasks that owners might subject their Rangers to and the inevitable bond that builds between the customer and their vehicle.”

AMV BBDO creatives David Westland and Jeremy Tribe, who wrote the campaign, said, “Our audience is the opposite of posers. They love Ranger for being tough and hard-wearing, like a battered pair of jeans. Ford was fully on board with us and the director Marcus Söderlund launching their brand-new model by scratching it, scraping it, and generally giving it a real beating.”

Directed by Marcus Söderlund at Academy Films, the film was shot on location in Slovenia in October 2022. The campaign’s print and digital out-of-home feature stunning images shot by photographer Sebastien Staub. The work will be running in over 20 markets over the next 12 months.


Client: Ford Pro
Brand: Ranger
Campaign title: Go Break It In
Client name: Hans Schep, General Manager, Europe, Ford Pro
Client name: Brendan Lyne, Director, Vehicles, Ford Pro
Client name: Richard Beard, Marketing and Communications Manager, Ford Pro
Client name: Pushi Jaswant, Brand Content Manager, Ford Pro
Creative Agency: AMV BBDO
CCOs: Nadja Lossgott and Nicholas Hulley
ECD: Martin Loraine
Creative team: David Westland and Jeremy Tribe
Strategy team: Stephen Wallace
Account team: Tom Shattock, Kate Harris, Giselle Tooth and Richard Emanuel
Film Producer: Rory Elms
Art Producer: Kirstie Johnstone
Project Manager: Vaishali Vaghela
Production Company: Academy Films
Director: Marcus Söderlund
Production Company EP: Medb Riordan
Production Company Producer: Ash Lockmun
Sound Design: Parv Thind
Sound Studio: Wave
Sound Studio Executive Producer: Eleanor Brandwood
Music Supervision: Eclectic
Post-Production: Ninetween Twenty
Post-Production Producer: Chee Yen Wang
Editor: Thomas Grove Carter
Editor Producer: Noreen Khan
Photographer: Sebastian Staub
Photography Agent & Production: Staub Studios Gmbh
Media agency: Mindshare
Activation agency: VMLY&R
Social/Digital agency: RAPP
Senior Project Manager: Rosie Atherfold
Motion Design Lead: Rob Dewell
Creative (Digital): Ruby Randall Cutler
Copywriter (Digital): Lily Barclay
Senior Creative Artworker: Steve Hopkins
Senior Designer: Ian Mills

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