Ford Pro Celebrates Workers Who Get Sh*t Done
Ford’s commercial vehicles division, Ford Pro, has unveiled ‘Doing Beats Talking’, a brand campaign by Wieden+Kennedy London celebrating workers who get sh*t done.
The hero film, directed by Fredrik Bond, sees a classic car advert voiceover from Tom Hollander repeatedly interrupted by workers getting their business done with help from their Ford vehicles; including 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 further cement Ford Pro’s long-held 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.
The campaign rolls out in the UK from today across TV, Connected TV, Social Video, Digital Video, and OOH. It will shortly roll out widely across Europe too.
Richard Beard, marketing and communications manager, Ford Pro commented, "I’m really excited about this campaign - which 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.”
David Colman, creative director, Wieden+Kennedy London commented, "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, and working with Fredrik Bond again was a pleasure. He always pushes the idea further and, in my opinion, makes vans look very cool."
