Automotive giant Ford released a bold reimagining of three vintage ads to mark the European relaunch of the Capri, this time as an electric vehicle.
Crafted by Wieden+Kennedy London, the three ads, "Prowl," "Lightning," and "Ski," all start off as a classic Capri ad, quickly taking on a more modern look and feel before showing off the new take on the beloved vehicle from the 60s and 70s.
The ads were directed by Fredrik Bond, together with Academy Award-nominated Director of Photography Rodrigo Prieto.
All three are part of the larger “Mischief Rewired” campaign, which positions the Capri EV as a bridge between the past and the future, blending the retro appeal of the original with modern sustainability.
The Capri EV is set to hit dealerships throughout Europe in early 2025.
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Director of Marketing at Ford in Europe Pete Zillig explained that the new campaign aims to tell audiences that the Capri is making its grand return, but reimagined to suit the needs of today’s consumers:
“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.”
Meanwhile, David Colman, creative director at Wieden+Kennedy London, shared a similar sentiment as he spoke about the importance of the car’s heritage in the creation of the campaign:
"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.”
“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.”
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The campaign is a masterclass in both nostalgia marketing and exceptional brand storytelling, highlighting Ford’s ability to put forward a narrative capable of appealing to contemporary tastes, yet staying true to its roots.
By embracing its heritage and combining it with a forward-thinking marketing approach, Ford’s Capri campaign succeeds in reigniting excitement for the brand while solidifying its relevance in today’s EV market.
The Legend is Back
The first 30-second film, "Prowl," starts off with shots of the original Capri driving through a desert, interspersed with retro footage of a panther on the prowl.
The vintage ad then gives way to shots of two new Capri EVs in an eye-catching shade of yellow.
As the Capri EVs barrel down the desert road, the two cars are chased down by a pack of panthers. It then starts to outpace the panthers, a nod to the vehicle’s power, as the narrator claims that “the legend is back.”
In "Lightning," the features of the original Capri are both narrated and shown on screen, emphasizing what made it such an iconic vehicle.
Suddenly, the car is struck by several lightning bolts, transforming it into its modern, electric-powered version.
The ad continues by telling the viewer about some of the car’s new, modern features as the Capri drives down a mountain road while more lightning flashes in the background, ending with the campaign tagline.
The third commercial, "Ski," opens with a couple skiing down a snowy slope and packing their equipment into the trunk of the vintage Capri.
Just as the narrator begins to highlight the spacious trunk of the original car, the vehicle quickly changes into the all-new Capri, demonstrating how the modern EV still retains one of the biggest draws of the classic.
The new Capri then starts to drive down a snowy road as more skiers ski alongside the EV while a James Bond-esque tune plays. The video closes with the same tagline as the other two ads.
Nostalgia marketing has been a go-to strategy for many of the world’s top brands in recent months.
Not long ago, Nike released a short animated film telling the story behind its iconic Air Jordan 1.
More recently, Renault worked with Publicis Conseil worked together to highlight the French auto brand's E-Tech range in a "retro-futuristic" campaign.
