It’s been 24 years since the last Bronco came off the line at Ford, so the iconic brand knew it needed to make a bold statement for the 2020 rerelease of its off-road workhorse. As their creative agency, Wieden+Kennedy’s internal team collaborated with Musicbed composer Ryan Taubert and Director Salomon Ligthelm to create a sound as epic as the campaign.
When you’re relaunching a brand as iconic as the Ford Bronco, there’s more than a little bit of pressure. It’s almost like remaking The Godfather. In other words, you better not screw it up or you’re going to have an army of angry fans at your door. Wieden+Kennedy’s team was facing this pressure head-on, and so much of their brand reveal hinged on the creative—specifically the director’s vision and the music.