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Ford Motor Company
/ campaign

A real story about overcoming challenges with the ones you trust.

With a series of engine problems and a lack of spare parts in the market, Ford Ranger has lost not only
its leadership in Brazil but also the consumers' trust. After solving all their problems with a new truck,
more modern and stronger than the competitors, they needed one campaign to regain people’s
faith and get back to the top.

The idea was to explore the relationship that better expresses trustful: between father and son.
The solution came with a real father’s story told in a 3 minutes film,
aired during the most premium TV show break in Brazil, on father’s day.

This film is a real story about a father who always wanted to have a son to help him run the farm,
but he had three daughters. After some challenges, his youngest daughter revealed herself as a good farmer
and an amazing partner who her dad could trust to do the hard work on the farm, just like a Ford Ranger.

This was the first campaign promoting the concept “Go through challenges beside whom you trust.”
Two years later, Ford Ranger returned to the top 1 in the Brazilian market but,
most importantly, regained the consumers' trust.