Ogilvy & Mather has unveiled its first major campaign for Ford
since it won the Ford of Europe account back from sister agency Young &
Rubicam at the end of last year.
The pan-European campaign will highlight Ford's sponsorship of the 2001
UEFA Champions League competition.
The 60-second TV spot will debut simultaneously in 38 countries during
the Champions League final on 23 May and run throughout next season
during football programming.
The film was shot in the UK, France, Germany, Spain and Italy - which
the agency hopes gives the ad an international feel. It finishes with a
shot of the San Siro stadium where the final is being held.
The ad uses footage of real fans and football matches cut into the
Various models of Ford vehicles are shown leading parades of fans to
The final image sees an aerial shot of the Siro stadium fading into the
shape of the Ford logo. The execution is built around the line 'The
greatest journey, take it with Ford'. The strapline is 'Destination
Ford of Britain's marketing director John Mendel said: 'This campaign
augments our already strong links with football. Fans' excitement
experienced while travelling to a match is a major part of the game's
appeal, and as we believe more people travel to and from the game in
Ford cars than any other marque, there's an emotional synergy between
The commercial was written by Sebastian Royce and John Kelley, art
directed by Steve Shotton and John Kelley and directed by Kirk Jones
through Tomboy Films.
Media planning and buying is by MindShare. The UEFA sponsorship deal was
managed by Broadmind, which is part of MindShare.
Kelley, the executive creative director at Ogilvy for Ford of Europe,
said: 'We were trying to emphasis tofootball followers how Ford is part
of the love of the game - how it is part of both the physical and
emotional journey. It wasn't difficult to adapt the brief to be relevant
to all the different countries - football is a pan-European passion.'