Mondeo uses Tom and Jerry

Ogilvy & Mather has returned two popular cartoon characters to television screens for its launch of the new Ford Mondeo.

The 40-second execution uses Tom and Jerry to build on Ford's established position as a safe car.

Real-life footage is mixed with animated images of Tom and Jerry in a classic pursuit sequence.

The chase ends when Jerry seeks refuge in a nearby Mondeo. Inside the car, he is protected from his old enemy, and taunts the frustrated cat.

The voiceover says: "The new-look Ford Mondeo: one of the safest places to be."

Media planning and buying is by MindShare.

The ad targets married men with children, and breaks across national and satellite channels on Monday. It will run for four weeks. The ad will be supported by press, posters and interactive TV.

Peter Fleet, the marketing director at Ford, Britain, said: "Everybody loves Tom and Jerry, and this spot gains a lot of emotional impact by tapping into that affection. But, importantly, they are also a completely credible choice of characters to dramatise the notion of safety, which is at the heart of the Mondeo brand."

The ad was written by Dale Winton with art direction by Hamish Pinnell. The director was Jeff Stark through Stark Films. Animation was by Gerry Ford of Icepics and post-production was by Rushes.

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