100 Days of Dark
Ford Ranger is a built-for-purpose pick-up truck. And the Black Edition takes this imposing image to a whole new level.
A striking Shadow Black paintjob, black alloys, unique styling and black interior detailing conveys a powerful message. But we set out to prove this is a vehicle that’s not just about rugged good looks. It’s as tough, practical and capable as they come.
Longyearbyen is the Arctic circle’s northernmost settlement. It’s one of the harshest environments on earth. And life’s hard for the people who live there: they spend over 100 days of the year living in constant darkness. So who better to put the Ford Ranger Black Edition to the test, than the drivers who really understand how tough darkness can be?
At the centre of our campaign is a 4 minute documentary where our characters take us along for their daily journeys in complete darkness and sub-zero temperatures. Three 60 second content films then help our audience delve deeper into the lives of our drivers; a carpenter, airport ground controller and arctic farmer. As we see our heroes at work and hear their individual stories (spoken in their own words), we demonstrate the true capabilities of the Ranger – in a place you’d need to rely on it most. In this part of the world, choosing a pick-up truck isn’t just about the way it looks, it’s potentially a life or death decision.
With minimal investment across Facebook and YouTube, and with video seeding via Unruly, the film has reached over 1.5M views and achieved an impressive engagement rate of 44%.