Ford Ranger Raptor 2024
Role: Art Director / Graphic Designer / Copywriter
SMP: “The ute with attitude”
Ford wanted an ad to appeal to males aged 25-35 by positioning the Ford Ranger Raptor as the go-to ute for people who want a powerful machine capable of traversing difficult terrain as easily as it carries a toolbox.
The mandatories meant the use of typography to be the hero in the poster.
SOLUTION
To achieve the desired outcome of generating awareness, enhancing brand loyalty and increasing sales, an ad with a strong and relevant headline was needed to get attention and convey the personality of the vehicle.
The big idea was to allow the copy and the crafted typography to reiterate the SMP, and the headline “READY TO RUMBLE” was chosen to send the message that this ute is ready to get down and dirty, no matter what you put it through.
EXECUTION
This poster was about the atmosphere. The harsh environment, the ominous clouds starting to form overhead, and the bold, cracked typography with the word “rumble” rotated and sized to give the impression of being shaken. All while a Ford Ranger Raptor stands defiantly, ready to embrace whatever the driver asks.
Invisible margins keep everything tied in neatly, the logo the last thing you see as your eyes complete the hierarchical journey.
ANALYSIS
In terms of the idea, the headline is suitable and effective. Easily remembered and the typography is bold and aggressive.
There might be a combination of words that hits even harder than the three featured on this poster.
From a graphic design perspective, some lighting could be improved to accentuate the atmosphere and the shadow of the vehicle and the contrast of elements could be even better. As this ad is revisited over time, it will improve further.
