|by Syd Briscoe|
An intrepid driver decides that his new car is just too clean in this intriguing commercial for Ford. Rather than attempt to keep his new pickup truck in shop condition, he decides to put it through its paces - breaking it in like a new pair of boots until it's perfectly moulded to his needs.
The action is subtly executed by director Marcus Söderlund, who shows the driver choosing the harder, dirtier way to go about things during his day. He ploughs through a puddle rather than easily swerve around it, and reverses back over a pile of rubble on the road just to make sure the obstacle has provided the right amount of bumps and scrapes.
It's a rugged piece of work which says Ford understand their target market well, appealing to those who want their working vehicles to work as hard as possible. Kudos to AMV BBDO and co. for committing to the aesthetic and not trying to slip in conventional car shots - any guff about shiny, smooth rides would totally undermine the attitude on display.
Product Category: Cars