FORD MOTOR COMPANY
TRUCK LIFE
This idea comes from the heart of the product and is true to the brand, Built Ford Tough. It’s a really powerful and authentic way to engage consumers. It taps into that truth of every kid growing up in the Middle East dreaming of owning a symbol of tough, honour and respect. A Ford truck. However for the this campaign to earn the respect of people who love trucks with our world-class portfolio, We needed to push the execution a little further. It wasn’t enough to merely copy or mirror what we believe is culturally relevant. To be considered relevant and subsequently have our audience be engaged and want to share our content, we had to create something authentic and more importantly, original. Show our trucks in a different light, depict them in a way they haven’t been seen before. We needed to do something that they can identify with and want to get involved in. We need to talk their language. Only then will we become culturally relevant and achieve them wanting to eat, sleep and drive BFT. And get them saying Truck Life. Directed and written by yours truely.
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