PARIS, June 16, 2011 – The new Ford C-Max campaign targets families with young children who need the extra space inside the car that a Ford C-Max offers, and now the new C-Max also comes with a simple, push of a button, Active Park Assist technology. The Active Park Assist technology is so simple, in fact, that even a dog can do it.
"The Dog," created by Ogilvy & Mather Paris, features dogs and children doing what they do best, playing. In one well, synchronized stunt, LA-based director, James Frost, captures the entertainment that unfolds in a single take. The two-minute web film shows children putting on their own kid-invented circus in the family backyard, starring, of course, the family dog and all of his neighborhood dog friends. Filmed as a homemade family video, the entertaining spectacle comes to its grand finale when the family dog jumps in the front seat of mom and dad’s new Ford C-Max and in one quick front-paw move parks the car.
"This two-minute web show is a great example of what we're trying to do at Ogilvy Paris for our brands. Moving from classical TVC to branded entertainment initiatives," said the agency's Head of Digital and Brand Entertainment, Fred Levron. "This great piece of content is bringing to life every value of the Ford C-Max brand without showing the product from the beginning to the end: family, kids, mainstream brand, car-friendly, modern and fresh."
"We wanted to communicate the magic of the Ford brand and its technological USP in the style of what our target loves to watch the most on YouTube: homemade videos featuring the family and starring none-other-than the beloved family pet," said Natalie Heckel, Executive Director Client Service, Ogilvy & Mather Paris.
The web film was created by Adam Kennedy and Brandon Rochon of Ogilvy Paris and directed by James Frost through Zoo Film production. It will be hosted on the Ford of France YouTube channel.
To view the film, visit http://www.youtube.com/watch?v=pTLl_yTFDaI
Ogilvy & Mather Paris
Executive Creative director: Chris Garbutt
Creatives: Adam Kennedy, Brandon Rochon
Head of Digital & Brand Entertainment: Frederic Levron
Account: Natalie Heckel, Lamia Shrebati, Xavier Delaporte
TV Producer: Antoine Bagot, Caroline Petrucelli
Production: Zoo film
Director: James Frost
Ford of France
Head of communication: Bruno Charvet, Fabrice Giacoletti
Communication department: Daphné Lucquin, Stéphanie Vallet
About Ogilvy & Mather France
Ogilvy & Mather France is an advertising agency of Ogilvy since 1972 and a part of WPP, one of the largest communication conglomerates in the world. Key clients of Ogilvy France include Louis Vuitton, Dove, Perrier, Ford, IBM, Nestlé, Coca-Cola, Duracell, WWF, Vittel. . . among others.
International Press Contact, Ogilvy Paris: Kim Ball +33 673 98 0523