NEWS: O&M omits the car in radical Ford launch film

Ogilvy and Mather has unveiled a pounds 3 million campaign for the launch of Ford’s new small car, called the Ka, which does not feature the car at all.

Ogilvy and Mather has unveiled a pounds 3 million campaign for the

launch of Ford’s new small car, called the Ka, which does not feature

the car at all.



The campaign, which broke this week, uses a series of stylised scenes to

represent a journey through a dream-like setting.



The 55-second launch commercial, ‘travelogue’, opens with a shot of

someone’s toes amid green grass. The scene then dissolves into a sea

with a lighthouse and a ship tossing on rough waves. This shot in turn

melts into one of leaves in a forest, then zebras running in the wild.



The scene again dissolves into a tunnel effect that turns into a camera

lens, then the screen fills with stars, bees and exotically coloured

opening flowers. The action finally melts into an image of a man

throwing a stone across a pond which becomes a shot of someone lying in

a boat and dangling their feet in the water. The endline, which is part

of a soundtrack by Laurie Anderson, whispers, ‘Get into the car.’



The many visual analogies aim to represent aspects of the car and its

environment.



In addition to the launch ad, four 15-second commercials - designed to

top and tail breaks - focus either on the overall shape of the Ka or on

aspects of its design.



The national TV campaign for the Ka is accompanied by cinema and

national press advertising which breaks later this month.



Leon Jaume, O&M’s creative director on Ford, said: ‘We wanted to do

something idiosyncratic for the Ka. Ford has been pushing us in a braver

direction.’



The commercials were written by Dave Williams, art directed by Paul

Cotteral and directed by Howard Greenhalgh through Brave Films.



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