Ford Pro is launching a Pan-European campaign for the all-new 2023 Ranger pickup truck, created in partnership with 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, says:“Ranger is …

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