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Ford ‘Spirit of Now’

Agency: Ogilvy Advertising

Client: Ford

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.

The launch of the new all-new Fiesta 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. 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 Wunderman-designed website as well as TV - aims to "place the new Fiesta at the heart of today’s culture, and aims to align it with all that's contemporary and fresh."

Creative partner at Ogilvy Advertising, Greg Burke, said, “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.”

Director of Marketing Communications for Ford of Europe, Mark Simpson, described the new Fiesta as a “significant product”.

It will be launched in all 21 markets across Europe during the next few months.

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