Y&R unveils Ford Focus spot to coincide with eclipse

Young & Rubicam has capitalised on the solar eclipse frenzy in a tactical commercial for the Ford Focus.

Young & Rubicam has capitalised on the solar eclipse frenzy in a

tactical commercial for the Ford Focus.



The ad, which broke on Wednesday evening, opens with images of various

people making their way to see the eclipse. Some are Buddhists, some

travel in a cart, and one drives past some crop circles to arrive in a

Ford Focus.



The large crowd looks up to the darkened sky, all with goggles on. Then

a cloud moves across the eclipse, obscuring it from view. The Focus

strapline, ’expect more’, is shown and the brand’s signature music -

You’ve Gotta Be, by Des’ree - begins.



Finally, the Focus driver shrugs and drives off, conveying that, unlike

other events in life, the Focus will always live up to expectations.



Although the ad features people looking directly at the eclipse, Ford

claims it will not encourage the dangerous practice as it will only go

on air after the event.



Paul Venn, board account director at Y&R, said: ’The Focus has become

Britain’s biggest selling mid-size family car. This topical advertising

is what the public expects to see from a leading brand.’



The ad was directed by Marc Over at BFCS. It was written by Leighton

Ballett and art directed by Lee Goulding, the team that created the Ford

Puma ad, starring Steve McQueen. It is the first Focus ad that the pair

have worked on.



Media planning and buying are through MindShare.



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