W+K adds to Ford empire with ‘Built Wild’ Bronco

Wieden+Kennedy’s ‘Built Ford Proud’ campaign is intended to bring back the swagger to the Ford brand (something it hasn’t had much of recently.)

Pick-ups are Ford’s strength and the Mustang (not a pick-up obviously) its sexiest brand so W+K has brought them together in a campaign varietal ‘Built Wild.’

Well horses do the business (they hope) for everyone from Budweiser to Lloyds Bank so….


This is W+K in Mount Rushmore mode. Probably comes as a relief from grappling with Facebook.

MAA creative scale: 8.

PS BBDO is supposed to be Ford’s new agency of record. When do they get a look in?

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.