Ford launches the Focus, its replacement for the Escort, this
Friday with a pan-European campaign from Young & Rubicam.
The four 60-second commercials are backed by the life-affirming track,
You’ve Gotta Be, by Des’ree, and feature fashionable twenty and
thirtysomethings refusing to accept second best in their day-to-day
The song lyrics, ’You’ve gotta be bad, you’ve gotta be cool, you’ve
gotta be wiser ... you’ve gotta be cool, you’ve gotta be calm, you’ve
gotta stay together ...’, provide an explanatory backdrop to the films.
There is no other voiceover.
Two out of the four films will run in the UK. The first, entitled
’keys’, features a cool-looking bloke searching for a flat. He endures
the sales pitch of numerous landlords as he miserably inspects various
hovels. Later we see him sitting in his new Focus, clearly at home,
admiring the space and calm.
The second ad, dubbed ’school’, opens with a young boy fed up with his
father who is constantly letting him down, even on fun weekends fishing
or kite-flying. The scene switches to the school gates and the boy is
standing forlornly in the rain waiting for his dad to collect him.
A silver Focus pulls up by the side of the road, which the boy does not
recognise. The window lowers to reveal the father’s smiling face. The
boy is entranced by the new car, renewing his faith in his dad.
Two further ads are designed to run in Europe: ’restroom’ features a
young woman spending her day queuing, while ’crowd’ shows a mother and
her small son at a crowded railway station.
The films were directed by Erich Ifergan through the End London. They
were created at Y&R by the copywriter, Dave Henderson, and the art
director, Sam Hurford.
Media planning and buying is through MindShare.