O&M reveals quirky new Fiesta work

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.

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

Wives.



The new television work combines with photo-strip-style press and

posters to inspire a reappraisal of Ford’s re-engineered and restyled

Fiesta.



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

feet’.



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.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content