Ford Honours Lifestyle and Value of Customers in Raça Forte Campaign
A Tribute to the Lifestyle, Aspirations, and Values of 'Raça Forte' Customers. This is the theme of Ford's new campaign, celebrating its position as a global leader in pickup trucks with the most complete and advanced line up on the market, catering to diverse usage profiles. The video for the South America market highlights models such as the Ranger, Ranger Raptor, F-150, F-150 Raptor, and Maverick.
Created by the agency Wieden+Kennedy Sao Paulo for broadcast across South America, the production showcases how these vehicles are integral to significant moments in people’s lives - at work, in art, sports, and personal achievements - helping to create meaningful experiences and relationships. This concept is reinforced by the tagline 'This is our strength.'
“The campaign’s goal is to represent and honour the values that unite all our Ford 'Raça Forte' customers. What we’ve learned over decades is that our pickup users share common values. They understand that true wealth isn’t found in money but in the accumulation of experiences, and this is what makes them stronger and sets them apart from the rest,” says Fabrizzia Borsari, marketing communications manager at Ford South America.
Produced by Immigrant and directed by Rodrigo Saavedra, the film was shot in Chile in locations that evoke strength and raw nature, such as Ritoque, Salinas de Pullally, Fondo el Sauce, Chacabuco, and Cajón del Maipo. These settings combine extraordinary landscapes of rivers, oceans, dunes, fields, and mountains.
The main film is 60 seconds long and will be aired not only in Brazil but also in Argentina, Chile, Colombia, and Peru. Additionally, 30-second versions will focus on the unique features of the Ranger, Ranger Raptor, F-150, and Maverick.
“Our campaign shows that the only way to live fully is through diverse experiences - persisting, trying over and over again, and pushing yourself constantly,” says Rafael Campello, GCD for South America at Wieden+Kennedy.
