When advertising an SUV, you’re pretty much obligated to show the car traversing muddy rivers in the jungle and speeding down volcanoes at a 60-degree angle. The thing is, no one does any of that stuff in real life.

So, we took the ‘radical’ step of positioning the new Ford Kuga as a plug-in with enough energy to power life’s true greatest adventure: Family.

This work is part of a European brand repositioning. We needed to revive the Ford brand, which had grown very stale, and show a brand moving towards a modern, more premium, electrified tomorrow.

The film had the highest recall in its markets, and the team scored the highest client satisfaction scores in the global Omnicom network.

Part of the repositioning was establishing a new,  more premium, modern-looking visual universe for Ford Europe across all channels.