Ogilvy and Mather has persuaded Herb Ritts, the top fashion
photographer, to shoot the UK launch campaign for Ford’s new off-road
vehicle, the Explorer.
The new car will be positioned as an executive vehicle with off-road
capability. The press and poster blitz, which breaks this weekend on
96-sheet posters and in national broadsheets, promotes the car as a
means of escape from the weekly grind, tapping into the current backlash
against professionals working weekends.
All the ads are shot in black and white and use the line: ’Explorer.
The first ad features a young man frolicking in the sea with his
The copy reads: ’Working the weekend is for wimps.’ In the corner of
each ad is a small picture of the Ford Explorer.
Another execution shows a chisel-jawed man smiling at his girlfriend as
he lies in her lap at an idyllic picnic retreat. The ad reads: ’Make
room in your life for your life.’
A third pictures another strapping young man, again by the sea, swinging
two small children from his arms. The copy reads: ’Work less and you’ll
The campaign was art directed by Marcus Vinton and written by Alun
Howell, both O&M group heads. Vinton said: ’As working hours and
stress-related illnesses are on a downswing in the US, they are steadily
increasing in the UK. The campaign encourages readers not to confuse
their careers with their lives.’