"More Power—Just in Case"

30 September 2025

60s

I've got the power.

Is it possible for a pickup truck to be too powerful? Not at all, says Ford, whose Ranger PHEV gets the Tim Godsall treatment in this tongue-in-cheek commercial. Narrated by actor Ian Pirie, whose voice could carry heavy loads, the ad has a whale of a time with hyperbole. Every time Pirie goes too far, he puts the script in reverse before it drives over a cliff.

He says it's built for tarmac, dirt, and mud, but... the last stage of an ice rally watched by grizzled old men? He got carried away there. Yes, it has the torque necessary to pull trees and hay bales, but an honest-to-God UFO stored in a government warehouse? That's a leap, he admits. As for the off-grid mobile power source in the back, it's meant for machine tools, not a laser that shoots down asteroids.

Each tactile vignette, coupled with Pirie's Scottish burr, tells you that the advertised pickup truck means business. Godsall's power play, so to speak, is to have fun with the vehicle's capabilities. "You never know, right?" is the cheeky cherry on top, as if the brand refuses to let anyone hit the road underprepared.

UK

Cars