Rainey Kelly launches upgraded Ford Galaxy

Rainey Kelly Campbell Roalfe/Y&R is launching a pounds 15 million pan-European campaign to introduce the newly upgraded Ford Galaxy.

Rainey Kelly Campbell Roalfe/Y&R is launching a pounds 15 million

pan-European campaign to introduce the newly upgraded Ford Galaxy.



The campaign aims to position the vehicle as a more upmarket,

technologically advanced alternative in an increasingly crowded market.

It is a development of the original Galaxy campaign launched in

1995.



The campaign will also highlight the Galaxy’s restyled exterior, and the

more luxurious interior that can include options ranging from satellite

navigation to an entertainment system with video screens in the back of

both front seats.



The ad opens on a view of a city skyline. A woman reclines into a

spacious seat, slipping her shoes off while enjoying a drink and

watching television on a screen in front of her.



As the ad cuts to an air control tower, the impression is that she is

sitting in the first-class cabin of an aeroplane.



But the next scene reveals she is a passenger in a car. The ad ends with

the strapline: ’The new Ford Galaxy. Travel first class.’



The campaign includes pan-European below-the-line work by Impiric

supporting the above-the-line creative. It will be supported by a print

campaign to run in all the major European Ford markets, including

Germany, Spain, France and Italy.



Paul Venn, managing partner at Rainey Kelly/Y&R, said: ’The ’travel

first class’ campaign is one of the most consistent and admired

campaigns of the past few years. To see it continue into a seventh year

and exported to continental Europe only confirms our belief in it.’



The agency won an IPA Effectiveness award in 1998 for its original

’travel first class’ campaign for the Galaxy.



The ad was written by Phil Dearman, art directed by Phil Rylance and

directed by Andy Morahan through the Paul Weiland Film Company. The

print work was photographed by Geoff Senior.



Media is by MindShare.



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