Ford launches ‘Live the Ranger Life’ platform in first campaign from Clemenger BBDO Australia

Ford has launched a new brand platform for its Ranger model, ‘Live the Ranger Life’, in its first campaign from Clemenger BBDO Australia.

The BBDO network was appointed to the global creative account for Ford in October 2018, after WPP had held it for 75 years.

In the ad, wannabe Ranger drivers are shown looking on at the vehicles in envy, because they cannot cross rivers, navigate in remote locations and travel through mud like the Rangers can.

The campaign is intended help push Ford towards market leadership for 4×4 vehicles.

Daniella Winter, general manager of marketing for Ford Australia said the vehicle has become an object of desire.

“The Ford Ranger is a leader in the 4×4 category, and with good reason. It marries the toughness you’d expect from a truck with unrivalled aesthetic appeal, technology and safety features – just last week Ranger won Carsguide Adventure Car of the Year,” she said.

“Be it the XLT, the Wildtrak or the Raptor, a Ford Ranger has become an object of desire. This campaign nods to the ambition of being a Ranger driver and pokes a little fun at the haves and have nots.”

The film was directed by Adam Stevens from Goodoil.

The campaign launched during Saturday’s AFL Grand Final and will roll out across a variety of media channels.


Client: Ford Australia
Agency: BBDO Australia
Production Company: Goodoil
Director: Adam Stevens


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