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Ford of Europe has launched a pan-European campaign by AMV BBDO for its Ranger pick-up truck.

The work subverts category conventions of trucks battling dusty deserts and rocky mountains, piloted by rugged outdoorsy men.

The campaign features a film in long and short formats for TV, VOD, YouTube and social media, as well as a suite of bespoke digital and social ads, digital OOH, and print. The film was directed by Adam Berg through Smuggler.