Ford Pro, the company’s commercial vehicles division, is taking a no-nonsense approach to promoting its vans by celebrating workers and small business owners who are “doers not talkers”.
Doing Beats Talking by Wieden+Kennedy London sees a classic car ad voiceover from Tom Hollander repeatedly interrupted by workers getting their business done with help from their Ford vehicles.
They include a man with a jackhammer on a construction site, first responders in an ambulance, and an underwater welder. Eventually the narrator gives up, forced to concede that doing beats talking.
The campaign aims to cement Ford Pro’s position as leaders in the European commercial vehicles market, and celebrates their enduring status as the hard-working brand small business owners turn to for their working vehicles.
It launches in the UK across TV, connected TV, social video, digital video, and OOH, with mainland Europe to follow in the coming weeks.
Ford Pro marketing and communications manager Richard Beard said: “This campaign perfectly showcases our fully refreshed range of vehicles in both the everyday and the more extreme use case scenarios they’re built to support.
“Wieden+Kennedy London were brilliant to work with, developing bold thinking and great creative concepts that the production team then worked tirelessly to deliver.”
Wieden+Kennedy London creative director David Colman added: “We wanted to make a straight-talking statement that our audience could get behind. Ford Pro was all in on the idea of pitting doing against talking because it has always been a brand for the ‘doers’ of this world.
“The ad lets the doers’ actions drown out the narrator’s waffle, landing the line ‘Doing Beats Talking’ in the simplest way possible. Bringing this to life was a real team effort between client, agency and production – everyone dug in to make it happen.”
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