C4 snaps up short film series for Ford

Channel 4 is producing a series of short advertiser-funded films to promote the car brand Ford, in conjunction with media agency MindShare.

The films will appear on the entertainment section of the Channel 4 website and feature a series of self-shot "webisodes" following the story of five girls in their 20s as they travel the length of the UK with only their car and camera for company.

The series is called "bite" and will promote both the Fiesta and Ka brands.

The girls will film each other meeting designers and bands all over the country.

Ford and MindShare have extended the coverage of "bite" to Heat magazine and snippets will also be shown on Yahoo!.

Each week a different feature will be written in Heat about the latest trends that the girls have unearthed.

The series will also be available to download as a podcast on iTunes from mid-October.

Ogilvy has produced all the creative content.

Channel 4's objective for "bite" is to attract young women with a first-person look at modern life.

This ties in with Ford's ambition to encourage twentysomething women to see small cars as desirable properties.


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