Ford Transit - heroes not hard men

Peter Le Boutillier

Campaign in 1998 by Ogilvy & Mather for the Ford Transit van, preparatory to launching new model. TV burst campaign, doubled awareness and improved image.
Agency: Ogilvy & MatherAuthor: Peter Le Boutillier

Heroes Not Hardmen   The Rehabilitiation of White Van Man

Introduction Tranny, a British Institution

Were the heroes not the hardmen ran the headline in the Evening Standard of Monday 24th August 1998. Although we did not know it then, this thought foretold the key insight behind the latest advertising campaign for the Ford Transit.

Transit is the Hoover or Biro of its market market builder and brand leader for 30 years a ubiquitous British institution defining the category; the only van brand that is more...

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