Ford Ranger: Rough road

Ford Ranger: Rough road

The projects purpose was to allow drivers to experience the Ford pickup's attribute of softness on hostile surfaces. In order to achieve this, several floor graphics were imprinted with cracks, snow and/or mud in various city streets. Next to them, a road signal that read "This is how it feels, Ford Ranger" was placed. Drivers drove through a difficult road without feeling it; situation that led them to experience the unique softness of riding in a Ford pickup. The floor graphics were placed in lateral streets and parking areas with speed limits that didn't exceed 10 kilometers per hour, with the objective of looking out for the driver's safety.

Advertising Agency: JWT Santiago, Chile
Creative Directors: Matias Lecaros, Sergio Rosati
Art Director: Matias Lecaros, Sergio Rosati
Copywriter: Matias Lecaros
Illustrator: Ricardo Salamanca
Photographer: José Claro / Agencia Cuatro
Additional credits: Andres Mardones
Released: December 2006

Average: 8.2 (38 votes)


I wonder if any people freaked out when they came up to it. Cool ambient.

ivan's picture

I love ads that give you a new experience.

seems loose, what happens when it catches like a carpet and flips over
That's the sort of ambient I'm talking bout..

yeah, hopefully they were well attached to the ground...

Maravilloso! Aunque quizas tenga algun detalle de logistica. Ejm.
Se debe ensuciar romper pero imagino que tendra su tiempo de duracion
suficiente para impresionar a muchos carros.

go jwt!


the worst creator will always be better than the best critic.

daniel_glezmil's picture

it looks really cool, i hope that it works as well.

Blahg's picture

heh - "Ford Ranger: See how it feels to drive a fake SUV." Very catchy. :)

Cool, well thought. I like these kind of 'living inside the ad' experiences.

veryyyy niice....


Quite fresh. I really like it and hope it gets some medals.

really kool. they shud hv kept the matt graphic semitransparent in th first two feet. tht wud hv taken it to more real view. gr8 wrt...simply liv'in it.

Very cool. I like.

You know, if they had done this in India, they would have saved a ton of money on setting up the roads the way they have. We have bad, pot-holed roads like these everywhere! Then again, nobody would notice these signboards then!



I think it's fantastic and really well executed. But is this actually legal to create i.e. using fake road signs? I thought you weren't allowed to mess with public signage as it could cause accidents.

Either way, it's very well done. Great tone, gets the message across nicely and I know I'd love to see it on a road.

usually I don"t trust such ambient ideas (that they were really made)
but here I appreciate their attention to detail like the placing in areas with speed limits of 10kmh.
superfresh thinking!
*the best skate/snow/surfing videos and pictures.
*updated daily!

not bad..

* it's not how good you are. it's how good you want it to be *

awesome thought.. .love it

ideas....30 minutes nahi toh free.

trucho, pero bueno.

esta medio trucado no? algunas por lo menos.

Barkach's picture

I liked the quote pretty much, specially for this website:

"The worst creative will always be better than the best critic"

so simple, but its very strong!

sakibafridi's picture

probably sounds like repetition at this point, but very nice. wish i'd done it.

Cool idea.
Salamanca is a great artist.

"i need a ford ranger to go forward"