Ford Fiesta ad uses modern design to target women

LONDON - Ford has kicked off a pan-European campaign to launch its - very pink - new Ford Fiesta model.

The car, which is aimed at women, attempts to distance itself from the old Fiesta model by establishing itself as a style icon by using contemporary art and design.

The 60-second TV ad, created by Ogilvy Advertising London, launches today at 9pm on Channel 4 during Ugly Betty.

Noah Harris, who won a yellow Pencil at D&AD this year for his E4 Refresh work in the TV and Cinema Graphics category, directed the TV spot.

The ad opens on a man raking up leaves in his garden at night. As the music starts, the garage door opens to reveal a TV, with modern art on its screen. The TV glides out of the garage into the city.

It is joined by more TVs, which have different images on their screens, as they travel through a city. The TVs then come together - as blocks - to make the shape of a car.

The screens on the TVs flick between images from fashion, art, architecture design, and finally join to create the image of the new pink Ford Fiesta.

The real car then emerges from behind the TVs and drives off.


Project: Fiesta - This is now
Client: Mark Simpson, director of marketing communications, Ford of Europe
Brief: Deliver a pan-European multimedia campaign for the new Ford Fiesta
Creative agency: Ogilvy Advertising London
Copywriter: John Crozier
Art director: Dom Sweeney
Planners: Stephen Wallace, Magali Jaumol
Media agency: MindShare
Media planner: Howard Titley
Production company: Blink
Director: Noah Harris
Editors: Sam Sneade, Vanessa Wood
Post-production: Framestore
Audio post-production: Jungle (Engineer - Graham Elston)
Exposure: TV, outdoor, print, online pan-European