You’ve seen the TV ad for the all-new Ford Fiesta, now you can enjoy the print executions – just click on the thumbnails above and below to see in more detail.
The all-new Fiesta: tapping into the “spirit of now”
20 September 2008
By Kevin Whitlock
Cutting-edge creations from Europe’s most promising young artists star alongside the all-new Ford Fiesta in the latest TV campaign from Ogilvy Advertising, which breaks today (19th September).
The launch of the 2008 Fiesta – the dramatically styled sixth generation of Ford’s much loved small hatchback – demanded an advertising campaign that matched the new car’s key attributes of innovation and slick design.
To meet these demands Ford and Ogilvy went all over Europe asking cutting-edge creative talent to put forward work which they felt defined the essence of modern life and culture today.
An exhibition’s worth of work from illustrators, film makers and animators whose work showcases the latest trends in art, fashion, music, events, sports, architecture, graphics and nightlife was eventually created. All this creativity was harnessed by Noah Harris, one of the UK’s hottest new directors (he created many of those fantastic Channel 4 idents). Noah shot the TV ad at night over two weeks in Berlin, using stop frame animation. Once the shoot was completed, the creative submissions were incorporated together with images contributed by students throughout Europe.
The resulting campaign – which encompasses posters, print and a website (designed by Wunderman) as well as TV – places the new Fiesta at the heart of contemorary culture, and aims to align it with all that’s contemporary and fresh in art and design, through to architecture and fashion.
Greg Burke, creative partner at Ogilvy Advertising says: “This was a challenging brief. We had to reinvent the Fiesta – a car affectionately remembered by millions – as a design leader; we had to create a desire for the car; make people fall in love with the Fiesta all over again; appeal to a new fashion-aware generation of buyers; and showcase the vehicle’s chic new look.
“This campaign has been incredibly enjoyable to work on. The standard of work from the elite cast of contributors as well as all the students that became involved was inspiring. And Noah Harris is going to become very, very famous one day.”
John Crozier wrote it, Dom Sweeney did the art direction. The music is by Pluxus and the track is called “Transient”.
Over the next three years the ad will be shown across Europe as well as the UK; and also in South Africa, China, Australia and New Zealand.
Click on the YouTube link below to watch the ad, and keep coming back to www.ogilvy.co.uk over the coming days for some behind the scenes insights, as well as the print and poster work.
