Client: Ford

Service: Ranger Raptor

Target audience: Male 25 – 35

SMP: The most powerful

Mandatories: Logo, car image, a small amount of Lorum Ipsum body copy

Idea: Ford's brand archetype can be considered the Hero, as the brand highlights the “Built Ford Tough” slogan to promote the resilience of its cars. The brand's tone of voice aims to empower its audience. To promote the Ranger Raptor line, the ad needs to effectively demonstrate its features, such as a High-Performance Powertrain and Bold & Aggressive Design, making it suitable for conquering every terrain. The Ranger Raptor diverges from the norm by adopting a unique and challenging driving posture to emphasise and communicate the SMP—that Ford vehicles have powerful engines and can traverse all terrains. Specifically, by positioning the car upright, the ad creates a sense of breakthrough. The headlines also add humour to make the message more memorable. The composition and colours are readable.