A Ford campaign, and Thailand's historic first

The Defeat Every Obstacle campaign redefined Ford Ranger’s positioning in Thailand by celebrating real people with real stories.

Moving beyond conventional truck advertising, we highlighted hard-working individuals whose resilience matched the toughness and intelligence of their Ford Rangers. Their journeys proved that strength alone isn’t enough—you have to be smart, too.

A historic first for Thailand’s truck market, this campaign introduced a woman as a Ford Ranger ambassador. The story followed a young woman who left her graphic design career to take over her late father’s Chinese dragon dance crew, a family legacy built on power and precision.

Guided by her father’s words of "Tough alone isn’t enough."—she found her own strength in leadership, mirroring the Ford Ranger’s tough yet smart capabilities.

Breaking barriers by making a woman the face of a truck campaign for the first time in Thailand remains one of my proudest career moments. It wasn’t just about selling a vehicle; it was about reshaping perceptions, proving that toughness comes in many forms.

The other film from this campaign told the story of a man who left a high-paying corporate job in Bangkok to pursue his dream of running a homestay and mushroom farm in remote northern Thailand.

With no experience and no guarantees, he took a leap of faith, navigating the challenges of rural entrepreneurship. His journey of learning, adapting, and thriving embodied the Ford Ranger’s spirit of bold reinvention—built for those who dare to forge their own path.

Defeat Every Obstacle is a campaign I’ll always be proud of—not just for its impact, but for the challenges I overcame to help bring it to life and being the first campaign to redefine what toughness meant -- inspired by true stories.