Ogilvy & Mather creates pan-Euro campaign for Ford

Ogilvy & Mather has unveiled its first major campaign for Ford

since it won the Ford of Europe account back from sister agency Young &

Rubicam at the end of last year.



The pan-European campaign will highlight Ford's sponsorship of the 2001

UEFA Champions League competition.



The 60-second TV spot will debut simultaneously in 38 countries during

the Champions League final on 23 May and run throughout next season

during football programming.



The film was shot in the UK, France, Germany, Spain and Italy - which

the agency hopes gives the ad an international feel. It finishes with a

shot of the San Siro stadium where the final is being held.



The ad uses footage of real fans and football matches cut into the

film.



Various models of Ford vehicles are shown leading parades of fans to

matches.



The final image sees an aerial shot of the Siro stadium fading into the

shape of the Ford logo. The execution is built around the line 'The

greatest journey, take it with Ford'. The strapline is 'Destination

football'.



Ford of Britain's marketing director John Mendel said: 'This campaign

augments our already strong links with football. Fans' excitement

experienced while travelling to a match is a major part of the game's

appeal, and as we believe more people travel to and from the game in

Ford cars than any other marque, there's an emotional synergy between

the two.'



The commercial was written by Sebastian Royce and John Kelley, art

directed by Steve Shotton and John Kelley and directed by Kirk Jones

through Tomboy Films.



Media planning and buying is by MindShare. The UEFA sponsorship deal was

managed by Broadmind, which is part of MindShare.



Kelley, the executive creative director at Ogilvy for Ford of Europe,

said: 'We were trying to emphasis tofootball followers how Ford is part

of the love of the game - how it is part of both the physical and

emotional journey. It wasn't difficult to adapt the brief to be relevant

to all the different countries - football is a pan-European passion.'



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