O&M unveils press campaign for Ford Fleet

Ogilvy & Mather has devised a press campaign for Ford Fleet, the manufacturer's car management division.

The ads dramatise how Ford Fleet's team of specialists help to make a fleet manager's life easier, enabling them to enjoy life outside work by reducing their burden.

One of six executions pictures a suited man washing up. The accompanying caption reads: "Mummy, who's that man in the kitchen?"

In another execution, a management figure tells a nervous-looking man: "It's only a few vans and cars to look after ... a couple of hours a week should do it."

All six executions carry the endline: "Designed for living. Engineered to last. Ford."

The campaign, which breaks at the end of the week, was written and art directed by Peter Algate and Stuart Wood, with photography by Michael Prince.

The ads will run in a range of cars magazines. Media planning and buying is through MindShare.

Mark Jones, the brand manager at Ford Fleet at Ford of Britain, said: "This campaign talks directly to fleet managers on a human level. It's a rare commodity in this sector."

Ford remains Britain's biggest-selling car brand despite sales for 2003 falling by 5.46 per cent.

The brand retains a 14.7 per cent share in the market but faces stiff competition from its main rival, Vauxhall.


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