Ford Ranger: Plane

Advertising Agency: Ogilvy, London, UK
Creative Director: Greg Burke
Art Directors / Copywriters: Andy Wyton, Jason Mendes
Illustrator: Mark Thomas
Typographer: Mark Osbourne
Published: September 2009

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17 comments

tirthomitro's picture
tirthomitro
2722 pencils

clean-cool- clear!

they showed me a picture & i laughed
dignity has never been photographed

tirthomitro's picture
tirthomitro
2722 pencils

clean-cool-clear!

they showed me a picture & i laughed
dignity has never been photographed

Honest Dave's picture
Honest Dave
233 pencils

cluttered-congested-crap!

Notorious's picture
Notorious
631 pencils

You need to relax and have some chemicals. Perchance you may die

outsmart me, if you can

Honest Dave's picture
Honest Dave
233 pencils

Don't mistake the exclamation point for being upset. I was just making fun of the comment above me. It takes more than a crappy ad to get me upset. And for the record, I've had more chemicals than than everyone on this site combined.

Prof's picture
Prof
1453 pencils

try me ;)

Quite really.

Guest's picture
Guest

I like! Great art direction. Great ads.

Guest's picture
Guest

An obvious idea that also makes the Ford Ranger look old fashioned.

Guest's picture
Guest

Great ads. Great art direction. I like.

Black Fauns's picture
Black Fauns
137 pencils

I think you're missing the point, Honest Dave.

laughing boy's picture
laughing boy
9 pencils

Love the 1950's comic book styling, perfect for the audience.

thenewguy's picture
thenewguy
127 pencils

I feel, although it may be meant to be a little cluttered to give it that 1950's comic book look, I have to agree that aesthetically, I think it could have been done more effectively. Copy-wise, it's just my opinion, but "to the end of the Earth and BEYOND!" and "every man should have one!" are neither related to the image or even effective copy. Sure, it may echo advertising of that era, but it's barely cute today. I'd make some suggestions, but I'm planning on selling them :)

Aesthetically, I think that the Ford logo sticks out like a huge ugly thumb on a white background. I would have used it in the header or something, to make it look like it's not an ad, but that this was the "Adventures of Ford;" or maybe somewhere else, like the top right hand corner like every comic book does, in any case, blended in a little more.

Lastly, I don't think it looks like an old copy of Spider Man or something, but more like a version of Maxim, had it existed in the 50's..

Idea has great potential though

Guest's picture
Guest

'The idea has great potential'?

What idea? That the Ranger is a vehicle for adventurous men? That's hardly an idea, more an audience insight.

A very obvious (and backwards looking) way to dramatise a very simplistic and superficial 'insight' that could apply to any pick-up truck.

A first-thoughter at best. And most the people that think otherwise are probably from Ogilvy.

Guest's picture
Guest

I agree, the strategy's not revolutionary but i really dig the execution.

In my humble opinion, i quite like these.

thenewguy's picture
thenewguy
127 pencils

Well, yes, maybe not GREAT potential. But the aesthetic (which I should have said instead of "idea') is at least something different than your typical pick-up print ad with no theme whatsoever with one glam shot of the truck surrounded by powertrain warranty info. Let's not forget that the market is comprised of men, most of whom at least want to think of themselves as adventurous. There's nothing wrong with playing off of an inferred insight that is widely held by the consumer, in fact reinforcing it is a good idea.

However, I agree, as most of my earlier post stated, that it should be done better.

Guest's picture
Guest

struck a chord with me. i love it. but then again, i love the whole 1950's american 'real men' mags - they WEREN'T comics, who ever mentioned that earlier!!!!

i also think, fair play to the client - these cars look painted! in the world we live in today that's brilliant.

barbe's picture
barbe
102 pencils

NewGuy, we're not competing with the ads you describe on this forum (and it sounds like you refer to ads from dealers rather than major brands).

We're competing with ideas big enough to redefine brands or sectors; ideas that become social currency; ideas that are campaignable with real business value; ideas leagues above this one.

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