As part of the ambassador stories, when the ascend to K2 was delayed, Ford presented the story of Davo Karničar, the shrewd seeker of adrenalin experiences who became the ambassador of the Ford Ranger model. The ambassador video for social media presenting Davo’s unwavering plans, life goals and obstacles in reaching them, was also edited into a TV spot and online communication tools. The whole story is based on the common DNA between Davo Karničar and people who drive the Ford Ranger. The action found its home on the landing page and the spot was shot in the vicinity of Davo’s homestead in Jezersko.
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