There are stories that only an F-150 Lobo can tell. What you are about to see are stories based on real events. Stories about power. But not about ego-centered and aggressive power. Useful power. Power that helps connect. Power that pushes. Power that drags. The power that those who drive a F-150 Lobo identify with. The power that is earned.
Power is earned Ford
Power is earned
When reality outdoes imagination
A power outage won’t stop a wedding. A man in an electric wheelchair can get home after running out of battery. A rock concert comes back to life after a storm. An entire farm is saved by sacrificing its most valuable asset. A lifetime move in a single trip. A couple charges their Tesla to make it in time to visit their family. A town can stay powered through a snowstorm. All these real stories had a protagonist in common: the power of a Ford F150.
Sadly, the client wanted to shoot only one story
Another truck-ad talking about power? Seriously?
All trucks have historically spoken of power. But what kind of power? Is it even real power? Or superficial, cliché power? This time, we’re talking about a power that drives, that helps connect, and that comes with great responsibility. The kind of power that resonates with those who drive a Ford Lobo. The power that you can’t buy. The power that is earned.
Agency: Wieden+Kennedy
Chief Creative Officer: Jessica Apellaniz
Creative Director: Alejandro Rattenbach, Emiliano Cortez
Creative Copywriter: Alfredo Kraiselburd, Ana Arce
Art Director: Nicolás Roldan, Michele Manco
Production: La Doble
Director: Gonzalo Oliveró