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Mondeo sells safety in ads inspired by nature.(advertising contracts)(Brief Article)
Ogilvy & Mather is using analogies from the natural world to illustrate the safety features of the new Ford Mondeo ST TDCi diesel model.
The campaign comprises TV, press and poster activity to support Ford's claim that: 'Quick responses save lives.'
The TV spot, which breaks on 30 September, is called 'sea creatures'.
It shows computer-enhanced images of a deep-sea predator stalking its prey, which manages to escape thanks to its effective propulsion and rapid reactions. The film then segues into footage of the Mondeo driving along a road displaying its fast-reacting features.
The press and poster element - which breaks the following day - develops this theme with images of the Mondeo sporting the wings of a hornet and a flying fish to show its versatility.
The media schedule, planned and bought by MindShare, concentrates on the Sky TV channels, with some tactical spots on Channel 4. The posters will appear from 1 October and will also run as press ads in automotive and fleet titles - 78 per cent of ...
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