Ford Explores the Deep Connection Between Humans, Nature, and Trusted Trucks

Ford partners with Wieden+Kennedy São Paulo to create an evocative new campaign for Ford that celebrates the lessons we can learn from nature. The commercial, titled simply 'Learn,' is a visually stunning and artistically rich portrayal of people reconnecting with the natural world, with Ford trucks as their trusted companions.

Set against the diverse and breath taking landscapes of Latin America, the campaign follows various individuals as they learn invaluable lessons from their surroundings. An artist finds inspiration and trust in wood to craft a beautiful upcycled piece, a couple learns that the laws of gravity aren’t as strict as defined in textbooks, a farmer ‘learns a language no country speaks’- as we see him share a beautiful bond with his horse, clearly communicating without saying a word.

“This campaign reflects Ford's deep understanding of the connection between people, nature, and the journeys that our trucks enable. It's about more than just driving; it's about the experiences and lessons that come from embracing the world around us”, said Rafael Campello, executive creative director on Ford at Wieden+Kennedy São Paulo.

Each story subtly weaves in the presence of Ford’s rugged and reliable vehicles - whether it’s the Ford Ranger, Ford F-150, or Ford Maverick - showcasing their role in enabling these journeys to remote and serene locations.

Rodrigo Saavedra, helms the campaign masterfully, blending naturalism with artistic storytelling. Known for his innovative approach to filmmaking, weaves elements of Latin American magical realism into the narrative, creating a fluid connection between the tangible and the metaphorical.“I wanted to tap into that typical Latin American magical realism, blurring the lines between reality and the symbolic,” Saavedra explains. This approach results in a film that is not only visually striking but also deeply resonant, capturing the essence of the human experience and our connection to nature.  

The campaign, which initially launches in Argentina, is set to expand to other markets across South and North America, reflecting Ford’s commitment to delivering powerful, culturally relevant campaigns across the continent.