Ford is launching a viral campaign featuring short films in a bid
to promote its sponsorship of car rally events this year.
The six 20-second films feature two men dressed in Ford rally suits
running around London pretending to drive an imaginary car and making
The campaign shows them sitting in the back of buses, in traffic jams
and in supermarkets.
The ads were developed by MindShare's sponsorship division,
BroadMind-Worldwide, and were created by the advertising agency Bruce
Mdigital Europe, MindShare's European digital division, brokered a deal
to distribute them via an e-mail campaign. This will run over 12 weeks
in six stages across the UK, Germany, Italy, Spain and France, in
association with Yahoo! and the sports websites Sportal and
The sites will promote the films through their e-mail subscription
lists, targeting 25- to 44-year-old men with an interest in sport. The
films will be sent out before each of the six rally events.
Rowan Avis, account director at Mdigital Europe, commented: "It was
great to be given the chance to manage an exclusive e-mail campaign
featuring such edgy film creative."