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The Work: New campaigns - UK.(briefs)
FORD - ORCHESTRA CREDITS Project: Orchestra Client: Mark Simpson, director of marketing communications, Ford of Europe Brief: Launch the restyled Ford Focus Creative agency: Ogilvy Advertising Writer: John Crozier Art director: Dom Sweeney Planner: Stephen Wallace Media agency: MindShare Media planner: Vanessa de Magalhaes Production company: The Mill Director: Noam Murro Editor: Avi Oron, Bikini Editorial Post-production: The Mill Exposure: TV, press, radio, DM, online
To launch the restyled Ford Focus, Ogilvy Advertising has created an orchestra built from real car parts.
Billed as 'Ode to the new Ford', the symphony sees percussionists bang on bonnets, guitarists pluck at the clutch, flute players play on pipes and harpists play on the rear windows.
It culminates in a shot of the car and the endline: 'The new Ford Focus Beautifully arranged.'
The campaign includes several versions of the TV ad as well as press, radio and DM executions.
Online work includes a microsite by Wunderman that features behind-the-scenes footage of how the instruments were made, interviews with the musicians and close-ups of the unusual instruments.
The campaign breaks on 4 February.
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