Ford Ranger

When Wieden+Kennedy took over Ford’s brand strategy, they set out to reignite what had always made Ford resonate with America: authentic pride, strength, and a deep connection to hard work and adventure. The new creative direction returned to the brand’s roots, not through nostalgia, but through confidence. A celebration of a company that has always built vehicles for those who get things done.
Within that vision, we developed this spot for the launch of the new Ford Ranger, a film that embodies that same spirit. Simple, direct, and full of pride. A statement of strength for a truck, and a brand, built to move those who move the world.