O&M secures Ritts to shoot Ford press ads

Ogilvy and Mather has persuaded Herb Ritts, the top fashion photographer, to shoot the UK launch campaign for Ford’s new off-road vehicle, the Explorer.

Ogilvy and Mather has persuaded Herb Ritts, the top fashion

photographer, to shoot the UK launch campaign for Ford’s new off-road

vehicle, the Explorer.



The new car will be positioned as an executive vehicle with off-road

capability. The press and poster blitz, which breaks this weekend on

96-sheet posters and in national broadsheets, promotes the car as a

means of escape from the weekly grind, tapping into the current backlash

against professionals working weekends.



All the ads are shot in black and white and use the line: ’Explorer.



Find yourself.’



The first ad features a young man frolicking in the sea with his

dog.



The copy reads: ’Working the weekend is for wimps.’ In the corner of

each ad is a small picture of the Ford Explorer.



Another execution shows a chisel-jawed man smiling at his girlfriend as

he lies in her lap at an idyllic picnic retreat. The ad reads: ’Make

room in your life for your life.’



A third pictures another strapping young man, again by the sea, swinging

two small children from his arms. The copy reads: ’Work less and you’ll

be richer.’



The campaign was art directed by Marcus Vinton and written by Alun

Howell, both O&M group heads. Vinton said: ’As working hours and

stress-related illnesses are on a downswing in the US, they are steadily

increasing in the UK. The campaign encourages readers not to confuse

their careers with their lives.’



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