"Night-Swimming"

8 December 2021

1 min 39s

Take a dive.

This Ford Ranger commercial subverts expectations about what a pickup truck ad should be. Agency Abbott Mead Vickers BBDO and director Adam Berg eschew gruff voiceovers, guitar riffs, and dirt trails for a spot of wild swimming, and the decision quickly pays off.

This is in large part down to Berg and DP Joost van Gelder's immersive underwater photography, with the intrepid cast lit by truck headlights. As it turns out, the trucks are even closer to the action than expected.

A superb overhead shot reveals the trucks in the water rather than on the shore, further distancing the brand from its dust trail roots. Coupled with a Scandi-cool, trip-hop soundtrack, it's a pointed attempt to lower the average age of pickup owners.

UK

Cars