Ford Supercharges Vintage Ads to Relaunch Legendary Capri as an Electric Vehicle

Ford shares details of its campaign across Europe to cement the relaunch of its legendary Capri nameplate as an electric vehicle, following a provocative and successful unveiling earlier this year. 

Developed by Wieden+Kennedy London, the Mischief Rewired campaign initially premiered on UK TV screens from Boxing Day, disrupting modern ad breaks with vintage ads from the Ford Capri archives - rewired with a bolt of modern mischief. Now, the full three films are fully rolling out across Europe.

Each film starts with a vintage Capri ad, only to see the classic vehicle dramatically transform into the all-new electric model. In one, bolts of lightning chase the car as it drives along a mountainous road; in another, panthers stalk the car as it drives through the desert; and in the third, we see an '80s-James Bond-esque chase scene as skiers pursue the iconic yellow vehicle.

From the 1960’s to the 1980’s, the Ford Capri was the car of choice for stuntmen, musical icons and movie stars. Now, these films - directed by Fredrik Bond, with Academy Award-nominated Rodrigo Prieto as Director of Photography - tell audiences that the legend is back in an all-new, electrified and mischievous form for the modern era.

Pete Zillig, director of marketing, Ford in Europe, commented, “When you say ‘The Legend is back’ you need to be all in. What better way to do that than 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, commented, "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. 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.”

Curro de la Villa, former creative director at Wieden+Kennedy London, commented, "Working on this project felt like producing a movie trilogy. As a film enthusiast, it was a dream come true to dive into the cinematic styles that fascinated us as kids. Across the films, we drew inspiration from iconic 70’s music, combined retro sci-fi elements and the adventurous energy of '80s action films, and captured a high-stakes, spy-thriller chase in the snow.”

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