Ford Debuts Hybrid Pickup in Europe with 'More Power. Just in Case'

Ford’s commercial vehicles division, Ford Pro, and Wieden+Kennedy London have shared More Power. Just in Case.; a campaign launching Europe’s first hybrid pickup, the Ford Ranger Plug-in Hybrid.

The Ford Ranger has been the best-selling pick-up vehicle across Europe for nine consecutive years since 2015, and now continues to trailblaze with the launch of Europe’s first Plug-in Hybrid Electric Vehicle (PHEV) pick-up. Wieden+Kennedy London’s new campaign brings that milestone to life with a cinematic and playful take on the Ranger PHEV’s power.

The hero film, directed by Tim Godsall and with cinematography by award-winning Nicolas Karakatsanis, celebrates the joy of being over-prepared. The narration gets carried away with scenarios that swing from the epic to the absurd, while the visuals show the Ranger taking on everything from brutal terrain to larger-than-life challenges - from towing hay bales and powering plug-in saws to towing UFOs in an Area 51-esque hangar and powering plug-in laser cannons.

Celebrating that the hybrid vehicle has more torque than any other Ranger model, including the diesel V6, and the ability to export electricity to almost any power tool imaginable, the campaign aims to shatter preconceptions about the power capabilities of hybrid vehicles.

The campaign has now gone live across the UK on VOD, Digital, and DOOH; and will shortly roll out across Europe.

Richard Beard, marketing and communications manager, Ford Pro, commented, “We are really thrilled with this campaign with Wieden+Kennedy London. Bringing Europe’s first hybrid pick-up to market is a big moment, and it had to feel worthy of the Ranger name. ‘More Power, Just in Case’ shows exactly what the Ranger PHEV stands for: all the capability you expect, with more power and no compromise.”

​David Colman, group creative director and Alex Sattlecker, creative director at Wieden+Kennedy London, commented, “The Ranger PHEV is Europe’s first hybrid pickup, with more power than you’ll probably ever need. We had fun with that idea — the VO gets carried away reeling off what the truck could do, before catching himself. It felt like the perfect way to capture the joy of being over-prepared. Huge thanks to the Ford Pro team for backing such a playful approach, and to Tim Godsall for bringing it all to life with so much character and craft.”