Ford abandons tyre-d cliché
The motor giant takes a refreshing break from well-worn car ad tropes with a delightfully surreal spot about racing wheels.
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Credits
View on- Agency Wieden + Kennedy/London
- Production Company SMUGGLER/London
- Director Aoife McArdle
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Credits
View on- Agency Wieden + Kennedy/London
- Production Company SMUGGLER/London
- Director Aoife McArdle
- Editing tenthree
- VFX Black Kite Studios
- Sound Design 750mph
- Music Wake The Town
- Creative Director Lucas Reis
- Creative Director Alexandra Sattlecker
- Senior Creative Hana Ovcina
- Senior Creative Filipe Birck
- Senior Creative Joe De Souza
- Senior Creative David Colman
- Chief Creative Officer Ana Balarin
- Chief Creative Officer Hermeti Balarin
- Head of Production (HP) Richard Adkins
- Head of Production (HP) Amy Leach
- Executive Producer Matthew Ellingham
- Design Director/Creative Director Philip Rosieur
- Executive Producer Fergus Brown
- Line Producer Tarquin Glass
- Production Design/Art Director Kate van der Merwe
- DP Adolpho Veloso
- Editor Dan Sherwen
- Assistant Editor Jules Bayer Crier
- Post Producer Ed Hoadley
- Executive Creative Director/VFX Supervisor Adam Crocker
- VFX Supervisor Ian Baxter
- VFX Lead Sacha Danjou
- Executive Producer Amy Richardson
- Executive Producer Hannah Ruddleston
- Sound Designer Sam Ashwell
- Sound Designer Jake Ashwell
- Executive Producer Olivia Ray
- Head of Production Rachel Saxon
- Music Supervisor Dominic Bastyra
- Music Supervisor Maiken Silverup
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Wieden + Kennedy/London
- Production Company SMUGGLER/London
- Director Aoife McArdle
- Editing tenthree
- VFX Black Kite Studios
- Sound Design 750mph
- Music Wake The Town
- Creative Director Lucas Reis
- Creative Director Alexandra Sattlecker
- Senior Creative Hana Ovcina
- Senior Creative Filipe Birck
- Senior Creative Joe De Souza
- Senior Creative David Colman
- Chief Creative Officer Ana Balarin
- Chief Creative Officer Hermeti Balarin
- Head of Production (HP) Richard Adkins
- Head of Production (HP) Amy Leach
- Executive Producer Matthew Ellingham
- Design Director/Creative Director Philip Rosieur
- Executive Producer Fergus Brown
- Line Producer Tarquin Glass
- Production Design/Art Director Kate van der Merwe
- DP Adolpho Veloso
- Editor Dan Sherwen
- Assistant Editor Jules Bayer Crier
- Post Producer Ed Hoadley
- Executive Creative Director/VFX Supervisor Adam Crocker
- VFX Supervisor Ian Baxter
- VFX Lead Sacha Danjou
- Executive Producer Amy Richardson
- Executive Producer Hannah Ruddleston
- Sound Designer Sam Ashwell
- Sound Designer Jake Ashwell
- Executive Producer Olivia Ray
- Head of Production Rachel Saxon
- Music Supervisor Dominic Bastyra
- Music Supervisor Maiken Silverup
Here at shots towers we’ve seen a sizeable bunch of car-winds-through-epic-landscape-on-mysteriously-traffic-free-road commercials. Enough already.
This new Aoife McArdle-directed spot, Born to Compete, is part of Wieden + Kennedy/London's new Ready Set Ford platform, which reframes the brand not just as a car brand, but as a maker of tools for people who do things; whether that’s chasing adrenaline (Thrill), graft (Build) or getting out there (Adventure).
The first in the Thrill domain, the spot delivers sculpted sand dunes, redolent of a Dali desertscape, across which four kids race tyres unencumbered by a chassis, engine, smug driver or any other tyre-some nuts and bolts.
Produced by SMUGGLER and shot by Oscar-nominated cinematographer Adolpho Veloso, the work leans heavily into craft. The tyre action was captured for real, embracing unpredictability over digital polish to give the film texture. The atmosphere and drama is driven by the gorgeous Memoria, by Spanish singer-songwriter Rosalia, featuring Portuguese fado singer Carminho.
The spot also references Ford’s history, the company was born from a race. Henry Ford’s 1901 Sweepstakes win secured the backing to launch the company, sparking a 125-year racing legacy across many disciplines and terrains.
