Shanghai, China – Marking its 120-year anniversary as a global automotive manufacturer, Ford, in partnership with advertising company Wieden+Kennedy Shanghai, launched the ‘Wild At Heart’ campaign, featuring its iconic vehicles such as the Ford Mustang, Ford Bronco, and the Ford Explorer Timberline.
In showcasing how Ford adds adrenaline to everyone’s wild side, Wieden+Kennedy Shanghai created a film centred around a human’s desire to move through the personal life stories of 3 characters who fall in love with movement – and everything that comes with it.
The film showcases a coming-of-age story told from the 1990s to the present day, following the characters who meet their match with a Ford vehicle, specifically highlighting each character’s desire to go wild, be free, and feel the thrill.
Zhong How, creative director at Wieden+Kennedy Shanghai, said, “We all grew up with the desire to move. From your first step to your first bike to your first car. These are moments filled with excitement and thrill. Ford really understands that and wants you to feel and embrace it.”
Meanwhile, Aier Xu, creative director at Wieden+Kennedy Shanghai, also mentioned, “We have so many up and coming local vehicle brands in China nowadays, it’s crucial for Ford as a foreign brand to show its strong relevance with this market, that’s why we chose to go for an emotional approach as opposed to talking about functions and features.”