Ford’s Transit van campaign comes from a very clever observation by Born Social. Almost one in five vans sold in the UK is a Transit.

So Born Social and Ford put a camera on one stretch of UK roadway for one hour from 5am. It captured 320 Transits passing through the frame.

Then Born Social simply turned that real, unstaged footage into the campaign, Another Ford Transit, that underlines the popularity of the van (in other words, it must be good) and the role it plays in everyday working life.

Another Ford Transit is running across organic and paid social channels with shorter cutdowns, with paid content driving audiences through to book a test drive. It builds on Ford’s wider Mornings Made Possible by Doers platform, drawing attention to  the tradespeople and small business people who are hard at work before the average Brits working day begins.

Peter Watt, Communications Manager, Ford Pro, stated, “We see Transits everywhere, but it’s easy to forget what each one represents: someone starting their day, running a business, delivering a service or getting a job done. Every Transit on the road is a reminder of the people making the working day possible. Transit has been part of their working lives for generations, and ‘Another Ford Transit’ gives us a simple way to celebrate that relationship.” 

Simon Cooper, Executive Creative Director at Born Social, added, “Most brands would spend a fortune to be this visible in everyday life. The interesting challenge with Transit wasn’t how to get people to notice it, but how to make that familiarity mean something to see it so frequently. By simply counting what was already there, we could turn Transit’s ubiquity into recognition for the people behind the wheel.”

Credits

Agency: Born Social
Senior Account Director: Emilia McNicholl
Senior Creative: Yoann Collaud
Executive Creative Director: Simon Cooper

Post-production: Craft