The Ford Ranger is already a loved and trusted vehicle, but the brand had moved away from the ethos of what it means to be a Ranger driver. The team wanted to bring the feeling of the Ranger lifestyle back into the messaging
Live the Ranger Life
In South Africa’s heavily contested bakkie market, this ad celebrates the essence of what it means to Live the Ranger Life.
Client
- Ford SA
Office
- Johannesburg
Challenge
Inspiration
The ad was inspired by Ranger drivers themselves. To drive a Ranger is to be part of a community. Ranger drivers are salt of the earth. They’re the ones who stop to help a stranger on the side of the road; who pitch in when a mate needs to move some furniture; who nod when they pass each other on the highway. The aim of the ad was to capture this identity and celebrate the essence of what it means to Live the Ranger Life.
Idea
Ranger drivers stop to lend a hand – even if the "emergency" turns out to be a search for the perfect soundtrack to your adventure.
In the ad, a Ranger bakkie can be seen stopped on the side of a dusty farm road while the driver searches for something on his phone. He's simply searching for the right playlist – but that doesn't prevent a series of subsequent Ranger drivers from pulling up to offer helpful suggestions before dispersing in a cloud of gravel and dust as they go their own intrepid ways.
The ad simultaneously conveys the adventurous spirit of Ranger drivers and provides the perfect backdrop to showcase the full Ranger range.
It makes you smile because of that relatable sense of Ubuntu that is so prevalent in our beautiful country. It’s also the country where the Ranger is built and so naturally, the Ranger is South African at heart too.
Growth
The Ford Ranger Live the Ranger Life campaign is ongoing, reigniting Ford’s longstanding and much loved "Live the Ranger Life" mantra and reminding South Africans why the Ranger isn’t just built for the road, but for the lifestyle that is unleashed when driving such a capable vehicle.
Tarryn Knight
General Manager of Marketing at Ford South Africa
Credits
BRAND TEAM
TARRYN KNIGHT
HANNO BOTHA @hanno2102
BOITUMELO SEKGAPHOLA
AGENCY INFO
FRAN LUCKIN @franluckin
NEIL LINDSAY
MARCELLE DU PLESSIS @plesssmarcelle
KATLEGO PITSE @katlego_pitse
MATTHEW BANNATYNE
MMONE RAMPHORE
SHOMAYA NOOR
MIKE NASH
WENDY MACHANIK @wendy_leissner
PRODUCTION INFO
FILM PRODUCTION COMPANY: DARLING FILMS @darling_tv
DIRECTOR: SLIM @skraal
EXECUTIVE PRODUCER: MELINA MC DONALD/LORRAINE SMIT @melinamcd @lorrainesmit
PRODUCER: SASKIA FINLAYSON @saskia_finlayson
CINEMATOGRAPHER / DOP – TOM MARAIS @tommarais
PRODUCTION MANAGER – VASILEA ACKERMAN @vasileaackerman
PRODUCTION ART DIRECTOR: NAOBIE NOISETTE @naobieinstagram
AUTO DETAILING – EVAN MAKHUVELE, FREEDOM NKUNA
PRECISION DRIVING/FX – MARIUS DE LANGE @mariusdelange76, PAMELA WILLIAMS
WARDROBE STYLIST: ROZANNE WHYTE @rozanne_whyte, STACEY CALVERT
CASTING – FRAN BEYER CASTING @beyerfran
GRIPS – TYLER GLENDENHUYS @tylergeldenhuys/SIZA KHAWULA @skerrosiza/MZWAKHE BUTHULESI
GAFFER / LIGHTING – DAVE HOWE @orbitallighting/RYAN TUCKER @ryantucker3345/KATS-KATISO MODISE @katzlighting/THABISO MANTSOE
DRONE TEAM – FC HAMMAN @fchfilms, TIMOTHY HAMMAN @timmyhamman, DANIEL SHELLEY
HAIR & MAKEUP – NOKWANDA PHUNGULA @nokwanda phungula, MANDISA PHOKOANE
UNIT MANAGER – LINCORN MKHABELA @lincky_mkhabela, BENJAMIN KHAYISA, MANECA LHONGO
SOUND OPERATOR -LEBOGANA NKOANA @leshn
POST PRODUCTION INFO
EDITING COMPANY – POST MODERN POST PRODUCTION @postmodernstudios
OFFLINE EDITOR: WILL KALMER @willkalmer
POST PRODUCER: LEANNE SCHALEKAMP @leanneschalekamp
POST PRODUCTION FACILITY (ONLINE): POST MODERN POST PRODUCTION
GRADER / COLOURIST – NIC APASTOLI @nic_apostoli
ONLINE ARTIST – MICHAEL NAIDOO
VISUAL EFFECTS VFX
MUSIC/SOUND COMPOSITION: - TIGERFIGHT@tigerfightmusic
SHORT SYNOPSIS
ZUKO IS ON HIS WAY (ROADTRIP), AND PULLS OVER TO FIND HIS PLAYLIST. VARIOUS PEOPLE PULL OVER TO GIVE SUGGESTIONS ON THEIR OWN PLAYLIST.
STILLS
Photographer: Tim Gerges