Lily Savage, the celebrity drag comedian, appears this week in Ogilvy
and Mather’s latest ‘what do you do?’ commercial for the Ford Escort.
The 30-second commercial, backed by a big-band score, opens with a scene
of a Ford Escort speeding to an important venue. We see glimpses of a
person changing out of a pair of jeans in the back of the car and then
applying make-up. The car arrives at a glitzy West End theatre and the
mysterious passenger emerges, complete with curly blonde wig, to the
delight of the waiting paparazzi. It’s an exuberant Lily Savage.
The camera cuts to a flashback of Savage’s real-self, Paul O’Grady, then
cuts back to the fully dressed-up Lily. The endline reads: ‘I change my
genes in mine.’
The spot will air only after 9pm on Channel 4 and ITV and will be placed
in a mix of late-night comedy, show-business and cult programmes,
including Northern Exposure, the South Bank Show and Who’s Line is it
The ad was written by Mick French and art directed by Henry Rossiter. It
was directed by Paul Gay and Steve Reeves through Blink Productions.
Media planning and buying are through the Network.
Leon Jaume, O&M’s creative director on Ford, said: ‘This ad demonstrates
the flexibility of the campaign - we have used real people in all the
ads so far - and Lily Savage is no exception. But we’re going to branch
out into celebrity ads.’