Ogilvy and Mather has lined up a tone-deaf singer, a floating Sikh
and a fast-ageing baby among others for an unusual new campaign to
promote the Ford Fiesta.
The pounds 10 million campaign is a dramatic shift from the agency’s
last commercial for the small car, which was shot in pastel colours and
set in a spookily uniform town reminiscent of the film, the Stepford
The new television work combines with photo-strip-style press and
posters to inspire a reappraisal of Ford’s re-engineered and restyled
The 12 20-second TV ads use simple black-and-white close-ups of unusual
faces and match them with distinctive features of the car.
For example, one spot shows a baby morphing into an old man, followed by
the explanation that Fiesta does ’0 to 60 in 10.8 seconds’.
In another, a young woman with alarmingly mobile eyes demonstrates
Fiesta’s halogen headlights, improved for better all-round visibility.
And in a third, an Indian man in a turban takes to a trampoline to
demonstrate that Fiesta’s hydraulic clutch is ’lighter on your
Leon Jaume, O&M’s creative director on Ford, commented: ’After the
unlamented Stepford Wives horror, we wanted to get away from one long
blockbuster. These commercials are a sharp 20 seconds and are very
simple. The important thing is that the ads look really good in their
own right. They are not just surprisingly good for Ford.’
The ads were created by the O&M creative team, Meg Rosoff, Dorte Nielsen
and Vicki Maguire, and directed by Harald Zwart at Pink.
The campaign will be launched nationally with an initial seven-day
’Fiesta Week’ media blitz co-ordinated by the Network, O&M’s media arm.
The heavyweight national TV blitz will be supported by an ad-every-day
presence in the national press and on the Internet. The campaign will be
followed by an intensive 48-sheet poster burst. The ads will then roll
out across Europe.