Now W+K’s ‘Built Ford Proud’ takes in everyday astronauts

Ford’s new ‘Built Ford Proud’ campaign in the US gathers pace, with this new effort by Wieden+Kennedy New York for the Ford Explorer. This time it’s trying to tell us that huge SUVs are good at family tasks as well as climbing mountains, or whatever else they do.

Good idea but the funny bits don’t seem quite integrated.

MAA creative scale 6.

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