New 2019 Ford Ranger Marketing Campaign is Targeting An Adventure-Oriented Audience


“Tough Has More Fun” kicked off March 1, it’s Ford’s new marketing campaign for the Ford Ranger that hopes to engage with an adventurous audience.


The new spot ads were all captured by the outdoor exploration juggernaut Outside TV, and they spotlight 15 professional adventure athletes utilizing the all-new Ford Ranger as the quintessential piece of gear to get out on their adventure. TV and social spots include base jumpers fearlessly diving thousands of feet into an Arizona canyon using the Ranger as a chase vehicle to pick up the soaring athletes and their gear. Another shows snowboarders descending Seattle mountains at radical speeds without traditional bindings and crossing rough terrain to reach that untouched powder in the new Ranger.


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.”


The motor company worked with both Outside TV and Google to identify what kind of gear and adventure activities cities across the nation were searching for most. This allowed Ford to narrow down the adventures to highlight based on search trends and traditional activities for the area, making this new campaign a more local approach than ever.


This is the first time Ford trucks has spotlighted adventure athletes, and most of those featured are also native to the cities they’re adventuring in. “Tough Has More Fun” is a totally new approach to marketing Ford trucks, and it’s taking interest-based targeting to the next level.


The advertising all starts with the new commercial called “Strange Creatures” which features the totally human inclination 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 there are snowboarders.


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 long awaited 2019 Ranger is powered by a 2.3-liter EcoBoost® engine and a class-exclusive 10-speed transmission. Also, 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 built Ford tough at the company's Michigan Assembly Plant in Wayne, Michigan, and is on sale now.

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