Go Break it in

To launch the all-new Ford Ranger, we've subverted the automotive category conventions by eschewing beauty shots of gleaming vehicles and covering a pickup truck in mud instead. 

Entitled “Go Break It In”, the creative work is based on the idea that like a new pair of jeans, a boxfresh Ranger needs to be broken in before it feels just right.

In the film, a rugged guy takes delivery of his brand-new pickup, and then spends his first days working with it, deliberately punishing it and dirtying it, whilst showcasing the new features of the vehicle.