Ford prizes actions over words

Ford’s commercial vehicles division, Ford Pro, has unveiled a new campaign that celebrates workers who get shit done.

Called Doing Beats Talking and created by Wieden+Kennedy London, with direction from MJZ's Fredrik Bond, the 60-second spot seems like a classic car advert with, initially, a fairly standard voice over from actor Tom Hollander. 

But as the film progresses Hollander is repeatedly interrupted by workers getting their business done with help from their Ford vehicles; including a construction worker with a jackhammer, first responders in an ambulance, and an underwater welder. Eventually the narrator gives up, forced to concede that doing beats talking.

"We wanted to make a straight-talking statement that our audience could get behind," said David Colman, Creative Director at Wieden+Kennedy London. "Ford Pro was all in on the idea of pitting doing against talking, because it has always been a brand for the ‘doers’ of this world. The ad lets the doers' actions drown out the narrator’s waffle, landing the line ‘Doing Beats Talking’ in the simplest way possible. Bringing this to life was a real team effort between client, agency and production—everyone dug in to make it happen, and working with Fredrik Bond again was a pleasure. He always pushes the idea further and, in my opinion, makes vans look very cool."