ADVERTISING CAMPAIGN 2026
FORD RANGER RAPTOR
Foot to the floor.
A campaign positioning the Ford Ranger Raptor as the bold choice for drivers who want performance, adventure and a little more attitude.
01 - THE INSIGHT
For young men aged 25-35, the car they drive is often a part of how they present themselves. They want a vehicle that reflects a strong, capable and adventurous side of them. You don’t need to be off-road every weekend to want to look like you could be.
03 - THE IDEA
Foot to the floor.
The concept takes the familiar expression “foot to the floor” and brings it to life visually, with the words appearing within the dirt thrown up by the Ranger Raptor.
The combination of typography, movement and off-road imagery transforms the product proposition “the ute with attitude” into a visual idea that communicates the Raptor’s adventurous and energetic personality.
02 - THE BRIEF
Create an advertising concept for the Ford Ranger Raptor targeting men aged 25-35. The original print execution, designed for Qantas inflight magazine, needed to communicate the proposition “the ute with attitude”, while prominently featuring the vehicle, body copy and Ford Ranger Raptor branding.
04 - THE CAMPAIGN
DIGITAL AD BANNER
05 - WHY IT WORKS
The campaign translates the Ranger Raptor’s attitude into a simple visual idea that combines copy with the vehicle’s off-road environment. Integrating “foot to the floor” into the spray of dirt connects the message directly to performance and adventure, while the playful “don’t be a bore” headline adds personality to the print execution. The simplified digital banner demonstrates how the concept can adapt across formats while retaining a recognisable visual identity.