Agency: JWT/Team Detroit
In the wake of successful campaigns that helped launch the 2009 Ford F-150 and transformed the Ford Fusion into a best seller, New York-based A Very Small Office (AVSO) and design and animation studio Offspring have once again joined forces with JWT/Team Detroit.
This time it’s for a series of intricate, high-energy 30-second ads announcing the completely redesigned Ford Taurus. The latest addition of the ‘Drive One’ campaign features voiceovers complementing the stylish All-New Ford Taurus poised against starkly beautiful landscapes.
Each effort features a dynamically animated "isolated part" representing a new piece of advanced Ford technology - the EcoBoost engine, blind spot monitoring side mirrors, and the voice-activated SYNC system.
‘Mirrors’ promotes the Ford Taurus' "indicator-light-warning, radar-sensor linking, blind-spot-penetrating" BLIS side mirrors that warn drivers about potential blind spot dangers.
In the work, two highly stylized motorcycles swarm a Ford Taurus from behind. The BLIS technology warns the driver of the motorcycles presence, however, and gives him the information needed to speed away and avoid a collision.
Engine highlights the model's new twin-turbocharged, direct injection V6 EcoBoost power plant that has "the thirst of a V6, but the thrust of a V8."
The spot features a Ford Taurus SHO clipping along, rolling up behind another vehicle, and leveraging the power of the all new engine to blast past its slow-moving cousin in one smooth, effortless motion.
"The challenge here was to stay consistent with communicating the brand pillars of quality, green, safe and smart that define Drive One while creating something fresh that still fit into the campaign's overall aesthetic," said AVSO Director Mikon van Gastel.
"By isolating the new technologies in space and then merging them with the Ford Taurus as a whole, we were able to focus on the innovations of the latest models while still showing off the vehicle's impressive new design."