The campaign will start with a 60” TV spot, in which we see beautiful, CGI, mechanical butterflies made from individual components of the All-New Focus travelling across Britain to come together to form the new vehicle. This brand film shows the audience how beautifully designed the All-New Focus is, thereby inviting them to reappraise both Focus and the Ford brand overall.
A 30” TV spot will follow, from 10th September, that looks inside the car to show how this latest Focus comes jam-packed with all the latest tech, again raising the bar of what people should now expect from a Ford vehicle.
These stunning films were shot and created by Director, Peter Thwaites of Outsider and Electric Theatre Collective created all the CGI elements.
The rest of the integrated campaign uses imagery shot by Mark Bramley and elevates the All-New Focus heroically above the London cityscape. These images will appear in OOH, DOOH, press, social, digital executions and again showcase the beauty of the All-New Focus.
Mandy Dean, Marketing Communications Manager, Ford of Britain said: “We are very excited about all the changes that have been made to the all-new Focus and how it is a beautifully and totally connected vehicle. This campaign is another big step in delivering our local brand message and celebrates the beauty of change as evidenced in this all-new Focus.”
Paul Yull & Adrian Birkenshaw, Creative Directors, GTB UK added: “The all-new Focus is exactly that; all-new. Ford have totally re-imagined the car, changing everything in the process. Our film uses butterflies, a symbol of change to dramatise the beauty of its transformation.”
Tasked with finding music that compliments the delicate and emotive life-cycle of a butterfly as it emerges and takes its first flight, Eclectic licensed the perfect track to announce Ford’s new model: ‘Transformation’ by The Cinematic Orchestra.
Head of Production at Eclectic, Andy Rogers, comments: “The music needed to start simply, grow with emotion and build to where the butterflies land and create the all-new Focus. We started by looking at a broad selection of styles and genres – everything from Disney classics to modern orchestral ensembles. String lead pieces always seemed to work well. The Cinematic Orchestra’s ‘Transformation’ is an amazingly uplifting piece and not the band’s much-loved ‘To Build A Home’ track that everyone knows so well. We had the track for some time and were waiting for just the right project to marry the track with.”
The TV spot launched on Sunday 2nd September, at 8.30pm during XFactor, supported by an integrated campaign.