On March 1 Ford’s new marketing campaign “Tough Has More Fun” started. It’s for the 2019 Ranger and is meant to engage with all the adventurers out there.


Captured by the outdoor exploration powerhouse Outside TV the new ads spotlight 15 professional adventurers using the all-new Ford Ranger as the number one piece of gear for their outings.


Social spots and TV ads includes snowboarders sliding down Seattle mountains at maximum speeds without traditional bindings and crossing tough terrain to reach that ever sought after fresh powder in the new Ranger. Another one shows fearless base jumpers diving into Arizona canyons using the Ranger as their chase vehicle to pick them and their gear up at the end of the flight.


Ford director of U.S. marketing said, “Ranger is for serious adventure-seekers who rely on their gear and actively search out the best of the best for their passion. In this case, that’s the all-new Ford Ranger. This campaign brings Built Ford Tough to life in the adventure space – new territory for Ford trucks – in a way that is decidedly not one-size-fits-all.”


Ford worked with Google and Outside TV to figure out what kind of gear and activities adventures in unique cities were searching for most. This gave Ford the insight it needed to narrow down the endeavors highlighting whatever was most popular in each city. This new tactic makes the campaign more local and engaging than ever.

It all begins with the new commercial named “Strange Creatures” which shows off the entirely human aptitude for adventure. The Boston, Los Angeles, Denver, Phoenix, and Seattle markets will also see the launch of localized social and digital advertising in addition to incredible weather-triggered billboards. These billboards update their visuals based on the weather changes: if it’s snowing it displays snowboarders.


This is the first campaign from Ford to spotlight adventure athletes, and most of those athletes are native to the cities their representing. “Tough Has More Fun” is an entirely fresh approach to marketing Ford trucks, and it’s bringing interest-based targeting to the next level.


Outside TV host Pat Parnell said, “‘Tough Has More Fun’ is about showing the all-new Ranger as tough, reliable and capable, in the same way you expect your carabiner to keep you from falling off the side of a mountain. Ranger has a bigger story than just its great capability – it’s the only midsize truck that’s also the ultimate piece of gear.”


The adventure ready, long awaited 2019 Ranger is powered by a 2.3-liter EcoBoost® engine and a class-exclusive 10-speed transmission. To make things even more exciting, the Ranger delivers all the driver-assist technologies and connectivity features you’ve come to expect, but pairs them with its best-in-class payload, gas towing, and gas torque ratings.


The Ranger is available now, and is American made in Ford’s Michigan Assembly Plant.

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