In this campaign we worked to broaden the positioning of “Ford Tough / Tough Trucks”  -moving beyond the portrayal of stereotypical “tough” typical in truck campaigns in the market and region- both in representation of activities and owner/driver.

The campaign shifts focus to be on the owners and what motivates them – work, community, play. It humanizes the brand while highlighting a more genuine and authentic range of human toughness supported by the toughness of the FX4 – wrapping the campaign in a line: Tough The Way You Are.