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
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.