Tom Hollander’s Voice gets Bulldozed by Jackhammers in Ford’s No-Nonsense Campaign that Proves Actions Really Do Speak Louder Than Ads
In a world awash with polished promises and slick slogans, Ford has delivered a refreshingly noisy truth bomb: talking is cheap—doing gets the job done.
The brand’s latest campaign, Doing Beats Talking, puts the spotlight firmly on the UK’s working heroes—tradespeople, emergency crews, and gritty grafters—whose tools of the trade just happen to be Ford’s commercial vehicles.
And it does so in a beautifully chaotic 60-second ad where narration is no match for the sound of actual work.
Voiced by the unmistakable Tom Hollander and developed by Wieden+Kennedy London, the spot sees the actor constantly interrupted by the very people the ad is championing—jackhammers pounding, welders sparking, sirens wailing—until the message becomes brilliantly clear: Ford vans don’t talk. They do!
A Campaign for the Real World, Not the Showroom
This isn’t your typical sleek, slow-mo car commercial.
Directed by Fredrik Bond, the film swaps glamour for grit, cutting through advertising gloss with the raw reality of what these vehicles are actually built for.
“We wanted to make a straight-talking statement that our audience could get behind,” said David Colman, creative director at Wieden+Kennedy London.
“Ford Pro was all in on the idea of pitting doing against talking because it has always been a brand for the ‘doers’ of this world.”
And it shows.
Whether it’s underwater welding or hauling gear to the job site, the Ford Pro range proves its mettle not through voiceover hyperbole—but through utility in motion.
Noise with Purpose
Rather than telling us about the vehicles, Ford shows them in action—letting the roar of real work drown out the clichés.
It’s clever.
It’s loud.
And it’s utterly relatable to every contractor, medic, engineer and small business owner who gets up and gets it done.
“I’m really excited about this campaign,” said Richard Beard, marketing and communications manager at Ford Pro.
“It perfectly showcases our fully refreshed range of vehicles in both the everyday and the more extreme use case scenarios they’re built to support.”
The campaign is set to run across TV, connected TV, social video, digital, and out-of-home in the UK before expanding across Europe. But its message already feels universal.
Cut through the noise by embracing it.
In a market full of overproduced campaigns and sterile messaging, Doing Beats Talking stands out by handing the mic to the real stars: the customers.
This isn’t just an ad.
It’s a full-throttle endorsement of the builders, responders, makers, and movers who don’t need persuasion—they need performance.
