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Ford “Generations” 1997

Ford “Generations” (1997) is a Ford commercial directed by Thom Higgins for Wells Rich Greene BDDP, produced by Dektor Higgins & Associates. It won 3 awards, including Clio 1997 Silver — Television/Cinema / Direction-Dialogue and DGA 1997 commercials — nominee (Thom Higgins).

This ad showcases the enduring legacy of King Ranch cowboys and their reliance on Ford trucks, highlighting the toughness and pride required for their demanding work.

Video: Ford Motor Company on YouTube

Shot by shot

  1. A person on horseback rides in a dusty arena, silhouetted against a bright sunset, under the roof of a large structure.© Ford0:00
  2. A cowboy on horseback, wearing a hat and western attire, practices roping in a dusty arena at sunset.© Ford0:06
  3. A wide shot shows a herd of brown cattle in a wooden pen, viewed through a wire fence on a sunny day.© Ford0:24
  4. A cowboy on horseback rides through a field of tall grass, herding a group of brown horses under a bright blue sky.© Ford0:30
  5. A close-up shot of a rusty metal rod with a U-shaped bracket, possibly part of a vehicle, with a subtitle at the bottom.© Ford0:38
  6. A male rancher in his 40s, wearing a cowboy hat, plaid shirt, and jeans, loads a large bag into the bed of a white pickup truck on a sunny day.© Ford0:44
  7. A white Ford Super Duty truck with a black grille guard drives through a grassy field under a bright blue sky.© Ford0:53
  8. A male cowboy in a white shirt and hat leads a saddled brown horse through a field of wildflowers at dusk.© Ford1:05
  9. Two cowboys on horseback ride across a sandy dune landscape under a bright sky, with sparse green bushes in the background.© Ford1:17
  10. A man in a plaid shirt wipes his face with a colorful cloth, then puts on a cowboy hat, outdoors.© Ford1:26
  11. A cowboy in a hat and brown jacket rides a horse past a wooden fence under a clear blue sky, with text on screen.© Ford1:36
  12. A white Ford F-350 pickup truck is seen in a medium shot, driving on a dirt road under a clear sky.© Ford1:47

Stills © Ford. Made by Wells Rich Greene BDDP, Dektor Higgins & Associates and Thom Higgins.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Generations of cowboys rely on Ford trucks for tough ranching life.

Tagline: “Built Ford Tough”

generational legacytough work ethicman and naturerural landscapeproduct as essential toolpride in heritage

The cut

Length
119 s
Shots
86
Average shot
1.4 s

What creatives use Ford “Generations” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ford “Generations”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person on horseback rides in a dusty arena, silhouetted against a bright sunset, under the roof of a large structure.© FordA cowboy on horseback, wearing a hat and western attire, practices roping in a dusty arena at sunset.© FordA wide shot shows a herd of brown cattle in a wooden pen, viewed through a wire fence on a sunny day.© FordA cowboy on horseback rides through a field of tall grass, herding a group of brown horses under a bright blue sky.© Ford
    Frames from Ford “Generations”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Ford “Generations” in order, with its length, framing and what happens in it.

    A person on horseback rides in a dusty arena, silhouetted against a bright sunset, under the roof of a large structure.© FordA cowboy on horseback, wearing a hat and western attire, practices roping in a dusty arena at sunset.© FordA wide shot shows a herd of brown cattle in a wooden pen, viewed through a wire fence on a sunny day.© FordA cowboy on horseback rides through a field of tall grass, herding a group of brown horses under a bright blue sky.© FordA close-up shot of a rusty metal rod with a U-shaped bracket, possibly part of a vehicle, with a subtitle at the bottom.© FordA male rancher in his 40s, wearing a cowboy hat, plaid shirt, and jeans, loads a large bag into the bed of a white pickup truck on a sunny day.© Ford
    Length: 119 s · Shots: 86 · Average shot: 1.4 s

  3. 03Ad ideas: every spot built on a generational legacy

    Before you present an idea, you need to know who has done it, and how.

    Ford “Generations” is built on a generational legacy. Search the library by idea to see every spot that uses it.

    Ford “Tradition”© FordHennessy VS “Hennessy V.S - The Piccards”© Hennessy VSRimowa “For a Lifetime of Lives”© RimowaMercedes “Every Dream Needs A Team”© Mercedes
    Ford · Hennessy VS · Rimowa · Mercedes

More commercials by Thom Higgins

  • Serta "Lawyer" (2001) commercial still© SertaSerta “Lawyer” 2001Dir. Thom HigginsLondon International Awards Winner 2001
  • Lee Jeans "Favorite Jeans" (1992) commercial still© Lee JeansLee Jeans “Favorite Jeans” 1992Dir. Thom Higgins · Fallon McElligotAICP Awards Honoree 1992

More from Wells Rich Greene BDDP

  • Clairol Herbal Essences "Totally Organic" (1997) commercial still© Clairol Herbal EssencesClairol Herbal Essences “Totally Organic” 1997Wells Rich Greene BDDPEffie Awards Gold 1997

Award-winning auto commercials

Questions

Who directed the Ford “Generations” commercial?

Thom Higgins directed it, produced by Dektor Higgins & Associates, for the agency Wells Rich Greene BDDP.

Which agency made Ford “Generations”?

Wells Rich Greene BDDP created it for Ford (1997).

What awards did Ford “Generations” win?

3 awards, including Clio 1997 Silver — Television/Cinema / Direction-Dialogue, Clio 1997 Silver — Television/Cinema / Performance and DGA 1997 commercials — nominee (Thom Higgins).

What is the tagline of Ford “Generations”?

“Built Ford Tough”

Sources for the credits and awards

en.wikipedia.orgweb.archive.org