Ford Escape Integrated Campaign 2017

Working with Stephen Sheldon (Copywriter) under Jon-Paul Jacques (ECD)

Insight

Parent-child play is priceless but is increasingly becoming a rare commodity.

Idea

Let’s encourage families to ‘Come Out and Play’.

 


 

Campaign Overview

Within the Australian market, Ford was making an adjustment in their range, by retiring the Ford Kuga and replacing it with the Ford Escape. Given the struggle its predecessor had in the market, they required something that would stand out in the crowded SUV market.

The strategy team highlighted the car should be targeted to parents and create a positive feeling, referencing Australian summer (which would be the season at its launch).

Many iterations came and went until it was decided to focus on iconic aspects of Australian play. None of which, is more iconic than playing under a backyard sprinkler. Our idea was to have the car play under giant oversized sprinklers every child during summer would (before water restrictions kicked became common), giving that feeling of Australian play and summer. We created 3 giant working sprinklers which would represent the variety that each backyard had.

The advert had a few caveats, which influenced the production and final advert. The client as always requested that white world guide the final visual styling and the advert had to communicate the emotion and fun that summer play brings and demonstrate the dynamic driving capability of the Ford Escape.

The end result, is an advert which is completely unique to Australian TV and presents Ford in a fun youthful way.

30 Second TVC

15 Second Pre-Roll – AWD

15 Second Pre-Roll – Rear Tray Tables

Date: January 2017
Skills: Advertising, TVC
Client: Ford Brand