Ford mines the past for future inspiration in Capri launch
The age-old balancing act of bridging old and new is alive and well in the car industry, and Ford is the latest to reboot, with its new Capri campaign.
Ford has unveiled a new advertising campaign to reintroduce the iconic Capri as an electric vehicle, blending nostalgia with modern innovation.
The campaign, ‘Mischief Rewired’ was developed by creative agency Wieden+Kennedy London. It features three advertisements, ’Prowl’, ‘Lightning’ and ‘Ski’, each beginning with a classic Capri before transitioning to showcase the contemporary electric model.
The advertisements were directed by Fredrik Bond, with Academy Award-nominated director of photography Rodrigo Prieto contributing to the visual aesthetics. The campaign is part of a broader trend in the automotive industry, where manufacturers are reviving classic models to appeal to both nostalgic consumers and new generations.
Classic meets contemporary
Alfa Romeo is expected to introduce a new version of the Giulia, blending traditional design elements with modern technology. Similarly, BMW is planning to release the M2 CS, a contemporary take on its classic sports coupe.
By leveraging the heritage of the Capri, Ford aims to bridge the gap between past and future, offering a vehicle that combines the charm of its predecessor with the advancements of electric mobility. This strategy not only capitalises on the growing demand for electric vehicles but also taps into the emotional connection that consumers have with classic car models.
Our take
Ford Capri’s ad succeeds in capturing the spirit of the original vehicle, and you can almost smell the Old Spice in the air as the flashbacks teleport you to a simpler time. In a world where Tesla leads the EV space, however, the new model, while attractive enough, errs a little too much on the conservative side to really turn heads.
Speaking of retro reboots, we reckon it’s hard to beat Renault’s R17 concept, shown at the Paris Motor Show last year. R17 electric restomod x Ora Ïto show-car - Renault. It leans heavily on the original, and the attention to detail is mouth-watering. More of this, please.
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