Ford gets tough with SEA drive-by on YouTube

To demonstrate the Ford Ranger’s toughness, the Ford Motor Company has launched a series of preroll YouTube videos across Southeast Asia.

The four month-long campaign, which launched in December, takes a considered approach to the YouTube platform.

“We wanted to create simple, clean advertising that is specifically designed for the digital platform, rather than the usual ‘fill the space with a TVC cutdown’ mentality,” Paul Grubb, regional creative director at Blue Hive Asean told Ad Nut.

Ad Nut actually quite enjoyed the ads; an uncommon reaction due to how wrong things can go when one tries to make cars more animated than they should to be.

And it did get Ad Nut thinking about how a tough Ranger could aid in the collection of nuts in the rugged forest terrain called home—though the neighbours might not approve.

Overall, Ad Nut approves of this approach, which makes for more interactive viewing and appreciates the effort to grab attention before the ‘Skip Ad’ option activates.

It also fits with what Gerard Lechau, commercial director for Southeast and North Asia at Exponential talked about when he wrote: “For preroll video, five seconds of brilliance may be all it takes.”

Ad Nut agrees and hopes to see more five (or 15) seconds of brilliance in the coming months from more brands.

CREDITS

Chief creative officer Blue Hive AP: Kevin Pereira
Regional ECD Blue Hive Asean: Paul Grubb
Art directors:  Roberto Gamero and Naphol Chantapakorn
Copywriter:  Paul Grubb
Agency producer:  Attapong Chooamnard  
Production company: Ta Films Bangkok
Director: TJ Hall