Fiesta plays pinball in latest TV ad from O&M

Ogilvy & Mather's latest TV ad for Ford positions the Fiesta as the car with character.

The execution, which breaks on Monday, introduces the endline "Ford Fiesta.

Rock solid", while continuing a creative strategy that focuses on the Fiesta's personality.

Directed by Partizan's Antoine Bardou-Jaquet, the spot extends the idea that the Fiesta dreams of showing you what it is made of. This positioning was unveiled back in September, with the fantasy-style moon buggy execution.

In the new execution, the car is seen fantasising about tackling various obstacles as it negotiates a giant pinball table.

Emphasising its strength, the Fiesta crashes into various hazards around the course, triggering a sign that flashes up the words: "Another Fiesta fantasy."

It emerges at the end totally unscathed, while the endline offers: "Ford Fiesta. Rock solid. Ford. Designed for living. Engineered to last."

The campaign, which uses the track Blank Expression by The Specials, was written and art directed by Neil Elliott and Mark Hendy. It was shot on a specially reconstructed pinball table using a tiny lense, never before used for an ad. Post-production involved layering three different sets of film, some of which were shot with a life-size car, others using a model.

Peter Fleet, the marketing director for Ford Britain, said: "The pinball device is a fun way of dramatising how solidly the Fiesta is built, without taking the conventional 'technical' approach that we've all seen a hundred times before."

Media planning and buying is by MindShare.The ad is aimed at 25- to 34-year-old ABC1s with a slight female bias. It will break during primetime viewing.

O&M's executive creative director, Malcolm Poynton, said: "The team has worked hard to turn what is essentially a demonstration ad into something fun and apparently effortless. Antoine Bardou-Jaquet has then performed technical wonders, really bringing to life the true spirit of Fiesta."

Ford's share in the British market has recently dropped to 14.69 per cent. According to the Society of Motor Manufacturers and Traders, the number of cars that the company sold last year was down 5.46 per cent on the previous year.

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