Ford is changing its ads to become more Britain-focused in a bid to “dial up work that really resonates” with consumers.

The car marque launched a new campaign in collaboration with its agency network GTB UK for the new Ford Fiesta model earlier this month, featuring British actor Keeley Hawes. The ad looks to tell the story of Britain’s day-to-day progress over the last 40 years, charting the time since the car first appeared on Britain’s roads.

The spot cuts through a variety of common every day British scenes from the high street to the class room, while showcasing how people, society and technology has evolved over time.

The campaign also features a new endline, ‘Together we go further’, which Ford says “positions the brand as a partner in Britain’s story of progress”. Besides the TV spot, there will also be more above-the-line activity including outdoor, as well as social and online activations.

The campaign marks a shift in strategy for Ford and its approach to advertising. Instead of creating ads for Europe and then simply tailoring them to a local market, all ads will now be developed and shot…