Ogilvy & Mather has unveiled a launch campaign for the new Ford Mondeo.
The campaign breaks on national television this Friday with a 60-second commercial. It will run for a month in the UK and in selected markets across Europe.
The ad dramatises the reaction of other road-users to the new car. A succession of drivers interrupt their journey to follow the Mondeo, building into a large convoy. The ad closes with the endline: 'The all new Ford Mondeo. Built to lead.'
Additional national press advertising in daily newspapers and consumer magazines will provide support for the TV commercial.
'The new campaign is designed to build pride of ownership as well as emphasising its stature on the road,' Keith Kershaw, the senior brand manager at Ford, said.
The senior creative director at O&M, John Kelley, added: 'The film is intriguing, confident, and sets out to dramatise just what a class-leader the new Mondeo is. We are targeting existing Mondeo drivers who want to upgrade - as well as wanting to broaden its appeal to other people as well, especially the family audience.' Kelley said that he also wanted to make the execution more aspirational than previous campaigns.
The commercial was written and art directed by Kelley, produced by Peter Valentine and directed by Pete Salmi through Joy Films with post-production by The Mill. Media planning and buying is through MindShare.
O&M has created advertising for the Mondeo - the UK's best-selling car - since its launch in the late 90s. The latest execution replaces the commercials featuring David Duchovny, who plays Fox Mulder in The X-Files.