Ford’s gone back in time in a new campaign to show how the brand has become embedded in Kiwi culture.
Featuring the line, ‘the future belongs to those who build it’, the near two-minute hero video looks at how we’ve progressed from horse-drawn carriages to cars and how Ford has been there for iconic moments in New Zealand.
Among the moments, Ford shows how it was there through the war, when The Beatles were number one, when Bruce McLaren and Chris Amon took on Le Mans and won, and when man went to the moon.
“We wanted to remind people of Ford’s strong heritage in New Zealand. Our vehicles have been available here since 1907 and, since then, Ford has become part of the fabric of our society and will continue to help Kiwis go further in the future,” says Simon Rutherford, managing director for Ford New Zealand.
The video closes on the Ford Ranger, which has been New Zealand’s top-selling vehicle each year since 2015.
According to AA, nearly one in every six commercial registrations are for a Ranger.
Belinda Dick, group business director at BBDO in Auckland, says the aim of this campaign is to use the past to reinforce the exciting position Ford holds for the future.
“Our thinking is that if you want to know what the future holds, it pays to start at the beginning, with what Ford has already achieved. True to the Kiwi spirit, our campaign centres on the idea that the future belongs to those who build it.”
BBDO was appointed Ford’s lead creative agency globally last year.