O&M uses visual idea for Ford Focus C-MAX

Ford is unveiling its latest model, the Focus C-MAX, through an integrated ad campaign by Ogilvy & Mather.

National press, posters and an interactive spot on Sky Digital will support a 40-second TV ad and three 20-second versions.

In the "jellies" spot, which breaks on satellite and terrestrial TV on Saturday, the C-MAX is positioned as a high-quality product by having its characteristics contrasted with giant jellies, rubber ducks and washing machines.

The objects wobble, squeak and rattle their way around a car park, down the road and through a car wash in contrast to the silent, effortless movement of the C-MAX.

A voiceover says: "Stable. Smooth. Quiet. The beautifully built Ford Focus C-MAX."

The endline reads: "Ford. Designed for living. Engineered to last."

The print element of the campaign will appear across 17 national titles including the Daily Mail, The Guardian and The Daily Telegraph from November and in lifestyle titles in the New Year. Six-sheet, 48-sheet, cross-track and Mega Six outdoor versions will run from the end of October.

Malcolm Poynton, the executive creative director at Ogilvy & Mather, said: "We've managed to take a creative convention - that you should ignore the negative - and turn it on its head, conveying in a visually arresting way the quality that the Focus C-MAX offers."

The TV campaign was written by Simon Carberry and art directed by Dennis Lewis with direction by Vaughan Arnell through the production company Glassworks.

Jim Ritchie was the copy- writer for the print work and the art director was Chris Hart. Photography was by James Day. Media planning and buying is by MindShare.

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