New Ford Ranger Advert Brings Together Drivers In A Story Of Shared Journeys And Music

In the ad, a Ranger bakkie can be seen stopped on the side of a farm road while the driver searches his phone for the right playlist — a series of Ranger drivers pull up to offer suggestions before they go their own ways, says the company.

Heart, Humour and Horsepower

The ad celebrates what it means to "Live the Ranger Life." It captures the spirit of Ranger drivers and the values they share — authenticity, generosity and making moments matter. Many can and relate to that sense of Ubuntu that is prevalent in South Afirca, where the Ranger is built, says the company.

"Ranger drivers aren't just bakkie owners — they're a community," says Michael Nash, Market Client Lead at VML South Africa, Ford's creative agency. "They're the ones who stop to help a stranger on the side of the road; who pitch in when a mate needs to move some furniture; who nod when they pass each other on the highway. This campaign brings that spirit to life in a way that's fun, real, and proudly South African."

Every Cab, Every Colour

The ad features a spectrum of Ranger models, all in contrast to the dusty brown landscape — from the orange Wildtrak to the red Raptor and the actors are cast to represent the nature of Ranger drivers — everyday South Africans who enjoy living life their own way, says the company.

Tricker Than it Looks

Shot outside Pretoria, the ad looks straightforward, but it is a complex feat to make it look simple and convey the story within a limited ad duration, says the company.

"We had precision drivers for the wider shots but for the performance pieces, the actors had to drive into the shot, hit their mark, and deliver their lines — all with perfect comic timing," says Fran Luckin, Chief Creative Officer at VML. 

The staging has to be carefully choregraphed to make sure the narrative unfolded properly and the team of auto detailers are tasked with cleaning dust off the cars between takes, adds the company.

Off-Road and On Message

With this campaign, Ford aims to reignite their longstanding "Live the Ranger Life" mantra — reminding South Africans why the Ranger is built for the road and the lifestyle it offers, says the company.

"We return to the heart of what makes Ranger so special to so many," concludes Tarryn Knight, General Manager of Marketing at Ford South Africa. "This campaign brings us back to our cherished owners — to their moments, big and small, that define the Ranger lifestyle. It reminds us that as much as Ranger is about capability, it's more importantly about connection."

For more information, visit www.ford.co.za. You can also follow Ford South Africa on Facebook, X, or on Instagram.

*Image courtesy of contributor