Ford of Europe premieres a truly dark campaign. Enlisting the real people of Svalbard, the films show just how dark and tough life can be in the Arctic Circle during the Polar Night. Created by GTB London, the campaign features Ford’s new equally dark and tough Ranger Black Edition.
Shot by multi-award winning director Toby Dye and produced by Ridley Scott’s RSA Films, the main film of the campaign revolves around three drivers who live in the northernmost town in the world, Longyearbyen. For over 110 days straight they live and work in -20º and complete darkness. Clearly, not a place for everyone. But a perfect place for one car: the Ranger Black Edition. Just like the people of Longyearbyen, the Ford Ranger can handle these conditions, as we see it drive across giant icy and mountainous landscapes with ease. The film pays off with a challenging question ‘Can you handle the dark?’.
Ford Ranger Black Edition: 100 Days of Dark from GTB London on Vimeo.
“The first time the agency told me the brief I fell in love with the idea there and then; film a totally black car in the darkest place on Earth. What’s not to love about that? Of course, they neglected to tell me how cold it was going to be…” says Director Toby Dye.
Ford’s Brand Content Manager for Commercial Vehicles Steve Fletcher comments: “We took our toughest, darkest vehicle to one of the toughest darkest places on Earth for the ultimate Test Drive. The residents of Svalbard need reliability and The Ford Ranger Black Edition showed it can perform as they go about their daily lives in the harshest of environments."