How do you make toughness feel inclusive, not intimidating?
Client: Ford
Market: Thailand, Vietnam, Philippines
Launch: 2020
Problem
In Southeast Asia, pickup trucks are the norm — the most sold vehicle type across key markets.
Ford’s Ranger has long owned tough as a core brand promise.
Within the range, FX4 was a sportier, limited-edition model designed to reach a new audience.
Data across Thailand, the Philippines, and Vietnam revealed a shift: more urban, entrepreneurial and female pickup buyers whose toughness wasn’t defined by brute strength — yet they weren’t represented.
Insight
Toughness shows up less in strength than in dedication.
Solution
Tough the way you are.
A campaign that redefined toughness by celebrating dedication — people who may not look tough on the surface, but prove it through commitment to what they do.
By shifting toughness from appearance to devotion, FX4 — an unconventional Ranger — connected with an unconventional audience across the region.
