Ford has recently launched a new advertising campaign celebrating those who "get things done" through its range of commercial vehicles designed to meet the most demanding needs. Titled "Doing Beats Talking", the campaign emphasizes the importance of action over words in a bold and innovative format.
Developed by creative agency Wieden+Kennedy London, the advertisement focuses on a 60-second sequence where the narrator, voiced by actor Tom Hollander, attempts to present the campaign but is constantly interrupted by workers performing tasks with the help of Ford's commercial vehicles. The sounds of jackhammers, ambulances, and underwater welders drown out the narrator’s speech, giving the ad a quirky and humorous tone.
In this ad, Ford breaks away from traditional car advertisements by focusing on actions rather than the product itself. "Doing Beats Talking" aims to highlight that the actions of workers, supported by Ford’s range of vehicles, speak louder than any words.
Richard Beard, Marketing and Communications Manager at Ford Pro, expressed excitement about the campaign. "We’re thrilled to showcase our refreshed vehicle range, which supports both everyday use and more extreme scenarios. Wieden+Kennedy London did an excellent job with bold thinking and creative concepts that were beautifully brought to life," he said.
The film, directed by Fredrik Bond, will be rolled out across TV, connected TV, social video, digital video, and out-of-home advertising in the UK, before expanding to a broader European release.
David Colman, Creative Director at Wieden+Kennedy London, explained: "The idea of promoting action over talk resonates with our target audience. Ford Pro has always been a brand for doers, and this ad perfectly conveys that message. We wanted the workers' actions to drown out the narrator’s chatter, delivering the line 'Doing Beats Talking' in the simplest, most direct way possible."
Through this campaign, Ford positions itself as a brand focused on efficiency and pragmatism, true to its reputation for producing robust and high-performing vehicles for professionals.
This campaign marks a new chapter in Ford's communication, adopting a fresh, action-driven approach that emphasizes the effectiveness of the users of its products rather than the products themselves.
