Nostalgia is one of the most powerful tools in marketing. A tool that has been embraced by Ford in its latest campaign as a way to open consumers' minds to the possibility of electric vehicles.

The car marque’s new campaign, created by Wieden+Kennedy London, sees the return of the iconic Capri brand, after 38 years.

The Capri is being relaunched as an electric vehicle in Europe, with a campaign which leans heavily on the brands long heritage. The TV spots, which launched on Boxing Day, were designed to disrupt with their vintage style. A style achieved by delving into Ford’s archive. 

Each film starts with a vintage Capri ad, showcasing a classic vehicle which transforms into the new electric model. 

In one execution bolts of lightning chase the car as it drives along a mountainous road. While in another, panthers stalk the car as it drives through the desert. The third features an 80s James Bond-esque chase scene as skiers pursue the car. The films were directed by Fredrik Bond, with Academy Award-nominated Rodrigo Prieto as Director of Photography. 

According to Ford, the campaign is designed to ‘tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era’.

Pete Zillig, Director of Marketing at Ford in Europe, explained: “When you say ‘The Legend is back’ you need to be all in. What better way to do that than to use some of those classic old Capri ads as a springboard into Capri’s electric future? Very proud of this brave work that stands out boldly in a sea of EV sameness.”

David Colman, Creative Director at Wieden+Kennedy London, added: "To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style.”

He continued: “The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With Fredrik Bond directing, we dialled up the drama with lightning storms, a pack of panthers, and even a James Bond-style ski chase. The challenge was where on earth we might be able to shoot three extremely different landscapes in one week. Luckily, Chile answered our production prayers.”

The three films are live throughout Europe across cinema, TV, Video on Demand and social channels, coupled with a range of DOOH, OOH and print assets. The All-New Electric Capri will be on sale in early 2025 throughout Europe.

The car industry is in the midst of a significant transformation, both when it comes to selling new products such as electric vehicles and changing the way the sector communicates with consumers. Joanna White, Head of Customer Experience at Defender, and Leonie Raistrick, Brand Director, Defender and Discovery UK, recently lifted the lid on how the brand is transforming the way it communicates with women.