Ford and BBDO Australia have launched a new campaign unveiling two new models – the all-new Escape and new-to-market Puma.
Both Escape and Puma are designed to be as effortless and user-friendly as possible, with pure lines, intuitive technologies and adaptive interiors.
When it came to promoting them, Ford decided they didn't need any fancy tracking shots, lens flares, or dramatic scenery.
They don’t need a big soundtrack or any post-production. And they don’t need to be made more desirable by having beautiful models or focus-group approved families driving them.
In fact, they are so perfect there is 'no advertising trickery required’.
The launch films open with the Escape and Puma vehicles located in their ‘natural’ environment, with the Escape on a windswept beach for a family day out and the Puma in a stylish cityscape.
But as the spots progress, those scenes are revealed to be the result of some unnecessary advertising trickery.
The vistas have been superimposed on green screen, the birds were props held by the film crew and a couple’s dog is actually a man wearing a 3D motion tracking suit.
With the surroundings and advertising trickery removed, the cars themselves sit effortlessly front and centre looking just as great without all the props as they did with them– proving that they need no additional help to stand out.
“These SUVs have been designed to fit seamlessly around your life. They’re fun to drive, offer intuitive technology and look great to boot," says Ford Australia director of marketing Daniella Winter.
“We’re incredibly proud of the performance capability and smart styling of both cars - not to mention the Escape’s plug-in hybrid (PHEV) option that will make going electric a breeze, and is Ford’s first electrified vehicle in Australia. We’re confident that the Puma and Escape are two exciting options for any SUV buyer.”
The Puma campaign rolls-out nationally from today across TV, social, digital, OOH and retail.
The Escape campaign will launch at the end of October.
Credits
Client: Ford Australia
Agency: BBDO Australia
Production Company: Scoundrel
Director: Tim Bullock
Post Production: AltFX
Sound: Rumble Studios
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