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
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.