JWT creates Asia-Pac campaign for New Fiesta
Orbitingglass spheres star alongside the new Ford Fiesta in the latest TVcommercial from JWT Melbourne. The highly visual commercial is thecentrepiece of the Asia Pacific and African launch campaign andvisually brings to life the Fiesta’s key positioning of class leadingconnectivity.
The launch campaign demanded a commercial that notonly executed the campaign strategy, “Life’s better connected” but onethat would also match the car’s key attributes of contemporary designand cutting-edge technology.
Following on from the successful launch of the latest Fiesta over 18months ago, JWT Melbourne has led the strategic planning and creativedevelopment of a campaign introducing the new Ford Fiesta across theAsia Pacific region.
Says Richard Muntz, executive creative director JWT Melbourne: “Itsenhanced connectivity will really appeal to the Fiesta buyer and thisbecame the central theme of the campaign.
“Leveraging the insight that the intended target lives a very connectedlife, we knew the Fiesta could truly become the centre of thisconnected universe.”
The campaign brings this connectivity to life in a stylish andenergetic fashion. As the Fiesta travels across the city it allows thedriver to connect with her friends and music, using BlueTooth and VoiceControl to make a call and controlling her iPod through the car’scontrols.
Separate 15 sec TVCs will also introduce the fuel economy of the Fiesta Diesel and the space in the Fiesta Sedan.
The campaign kicked off with two Fiesta Connect parties in Sydney and Melbourne featuring the Nervo Twins and Bag Raiders.
Following Sunday night’s TVC launch, the campaignwill continue with digital, activation, street posters, metrolites,busbacks, tramwraps and print over the coming months.
JWT Melbourne’s new campaign for the Ford Fiesta is first time ever anAustralian developed Ford campaign is also running across multiplechannels in multiple markets.
“JWT Melbourne planning worked closely with us to develop the keytarget audience insight – she lives a connected life. And this insightwas translated by the JWT creative team into a stylish, cool representation of that connected universe around the Fiesta. Theresulting campaign both strategically and creatively resonates acrossborders and across territories.” – David Katic, General MarketingManager, Ford Australia
Agency: JWT Melbourne
Executive Creative Director – Richard Muntz
Senior Copywriter – Jim Ritchie
Art Director – Hannah Smit
Head of TV Production – Justine Kubale
Director – Scott Otto Anderson,
Photoplay Producer – Oliver Lawrence,
Photoplay Production Company – Photoplay
Post Production – Fuel VFX
Client:
David Katic, General Marketing Manager, Ford Australia Greg Davidson,Marketing Strategy & Communications Manager, Ford Australia BrianPhan, Marketing Manager – Passenger Vehicles, Ford Australia
17 Comments
Love the soundtrack, car looks amazing, and I get that it’s meant to be the meeting point of all the things in your life.
But what’s with the old-school chandelier crystals?
I’m sure the client loves it.
wow that is really really bad, feels like it’s missing halve of the stuff?
feel a bit sorry for the editor, I know they must have had a better cut than that?
certainly some wild visuals and look can see it appealing to the youth demographic, quite a crazy intergalatic idea for a car ad. Nice execution though
I reached for the remote when it came on last night.
I’d kill for a car ad that wasn’t just a car driving around
Bit sparse. Not much going on in her highly connected life…
learn to park bitch
i like it, like a music video really with a sweet track
the youth this spot is trying oh so hard to target will smell this corporate crap out for what it is. woeful…
Typical jwt crap
Nice step in the right direction for Ford. Good tune.
“certainly some wild visuals and look can see it appealing to the youth demographic, quite a crazy intergalatic idea for a car ad. Nice execution though”
Oh dear god are you serious?
This has grown on me, which is good since its on air every 8 minutes.
But feels like there should be more happening. If its meant to be about a busy young modern life, shouldn’t her life in the ad be busier?
It’s just a turd.
So beige….. Boring as hell.
“Have you ever wondered how the man who drives a snowplough…drives to the snowplough?”
Now that was a car commercial.
Where JWT goes, crap will follow.