Mondeo sells safety in ads inspired by nature

Ogilvy & Mather is using analogies from the natural world to illustrate the safety features of the new Ford Mondeo ST TDCi diesel model.

The campaign comprises TV, press and poster activity to support Ford's claim that: "Quick responses save lives."

The TV spot, which breaks on 30 September, is called "sea creatures".

It shows computer-enhanced images of a deep-sea predator stalking its prey, which manages to escape thanks to its effective propulsion and rapid reactions. The film then segues into footage of the Mondeo driving along a road displaying its fast-reacting features.

The press and poster element - which breaks the following day - develops this theme with images of the Mondeo sporting the wings of a hornet and a flying fish to show its versatility.

The media schedule, planned and bought by MindShare, concentrates on the Sky TV channels, with some tactical spots on Channel 4. The posters will appear from 1 October and will also run as press ads in automotive and fleet titles - 78 per cent of Mondeo sales are to company fleets, according to the Society of Motor Manufacturers & Traders (SMMT).

The campaign is designed to build on last August's campaign that saw the cartoon mouse Jerry escape from his feline nemesis, Tom, by seeking refuge in a Mondeo. The 40-second TV spot used the voiceover: "The new-look Ford Mondeo: one of the safest places to be."

Steve Hood, the marketing director of Ford of Britain, said: "This commercial evolves the safety theme to show how vehicle dynamics contribute to safety, and introduces a new generation of diesel models."

The spot was written by Dave Williams and art directed by Paul Burch.

It was directed by Stuart Douglas through

According to the SMMT, the Ford Mondeo was the eighth best-selling model in 2003, with its diesel version the best-selling in its class.