'Power' positioning for new Ford truck

The launch is supported by a JWT-developed campaign featuring the tagline 'Power to overcome all obstacles'," said Nititnai Katchapanan, managing director, JWT. Positioned as an American 'tough truck', the power of the Ford Ranger is shown in a 45-second TVC, 'Helicopter'. This shows a man trapped in a mudslide, who climbs on top of a nearby vehicle and signals a rescue helicopter for assistance. The pilot lowers a car key to him, which he uses to drive the vehicle -- a Ford Ranger -- to safety. The Thai automobile market grew by 12.3 per cent last year. The pick-up market accounts for almost 60 per cent of the total, with Toyota and Isuzu battling over claims of leadership in the segment.