The Ford Capri has turned itself into the ultimate escape from awkward social situations. And the quirky positioning is housed in a mischievous, creator-led, social-first campaign that puts creators at the centre of the storytelling, with local talent co-developing their own “getaway” moments – from dodging after-work drinks in Germany to escaping family lunches in Italy.

The pan-European campaign, Getaway Car, by social agency, Born Social, extending the Capri’s “summer of mischief” narrative while strengthening the brand’s cultural relevance across Europe, with an eye on the Millennial market. The campaign positions the Ford Capri as the ultimate “getaway service”, a playful antidote to awkward social moments.

The work taps into a simple cultural truth – people are increasingly fatigued by forced social moments. By positioning the Capri as an escape vehicle, the tongue-in-cheek campaign delivers humour, relatability and mischief while embedding the car into everyday culture. The idea comes to life through a multi-phase rollout. In the launch phase, guerrilla-style “ads” for the Capri Getaway Service appeared via flyers, WhatsApp pings and surprise airdrops. In the next phase, creators across Europe presented the service in action, escaping scenarios unique to their markets – from family gatherings in Italy to after-work drinks in Germany and gender reveal parties in Spain.

Now a hero film directed by Rob Davies at Craft Films, brings the creators together, appearing as both themselves and as getaway drivers. Shot in a deliberately lo-fi, POV style unusual for Ford, the film uses a retro ‘70s “mini-cab” visual identity tied to the Capri’s signature yellow, balanced with neutral sets for cross-market appeal. The hero scenes are filmed multiple times with the local creators to produce truly relevant market specific assets. 

Talent casting was central to the campaign. Born Social leaned on its network of existing Capri ambassadors as well as new creators chosen for their mischief, relatability and cultural relevance. Each creator co-created their scenario to ensure resonance with their audience – from UK-based @gabrielseyi to France’s @ceciliamk and Spain’s @jorgeramonweb, with additional talent in Germany and Italy.

The Getaway Car campaign will run across Instagram, TikTok, YouTube, Ford’s owned channels and the creators’ own social feeds, spanning the UK, France, Germany, Italy and Spain.

Stefan Tinnemann, senior communications manager, Ford Model e Europe, stated, “The Capri is a cultural icon reimagined for today. With Getaway Car we’ve been able to show its playful, aspirational side in a way that feels authentic to audiences across Europe. It’s about keeping the energy of the launch alive, embedding the Capri into everyday moments and making it feel relevant in each market.”

Paddy Smith, chief creative officer, Born Social, added, “This is Ford’s strongest creator-led social campaign yet. It’s another great example of baking creators in at every level to get real cut through. It’s great evidence that pushing people to trial can be as creative as the big brand plays, and the tone is spot on for where Ford is going. From guerrilla activations to market-specific storytelling and a pan-European hero film, the work stays rooted in culture, nailing the humour and mischief so ingrained in the Capri nameplate.”

Simon Cooper, creative director, Born Social, concluded, “The original Capri was the favourite getaway car for villains in popular culture, but the new all-electric version is the perfect escape vehicle to whisk you away from the multiple social obligations we’d all rather avoid in modern life. It’s no longer going to pick you up from a bank-job, but it can save you from those awkward social situations we all have to navigate.” 

The social campaign follows Wieden + Kennedy London’s humorous How to Capri, that launched two months ago: