Ford Fiesta Commercial

I was recently catching up on Creative Review Magazine where i found a write up on the present Ford Fiesta Commercial, in which TV screens of different sizes choreograph through a city space in sync to Pluxus track called "transient" until they become a car.

The concept behind the ad initially appeared straight forward. Individual TV screens showing up within a sub urban setting, coming together and breaking apart making its way through the city before becoming the rough shape of a car then ultimately morphing into the actual car.

What i found intriguing about his ad is not so much so the concept of the idea which some views were that it was a rather disjointed concept that lost itself between the drawing board and production. I was drawn to the ad because of the contents projected on the individual screens moving through the city space. How that the contents of these different screens interact with each other to project a view as though looking at a single screen. For me, its almost like taking the idea of split screen to a more dynamic level.

For the designers, they thought what made the commercial unusual was reasons stated above as well as the way in which the contents displayed on each of the individual interacting screens were generated.

The ad directed by Noah Harris contained contents created by over 20 other designers, artist and film makers. They all created short pieces of moving image which was finally played back on the moving screens. The aim of the individual moving image pieces was to capture a sense of the 'NOW' in response to the brief set by Mark Simpson, director of marketing communications, Ford Europe : Deliver a pan-European multimedia campaign for the new ?Ford Fiesta (Project: This is now)

The idea of contribution came about through the design of Ford fiesta which was influenced by the Zeitgeist. The total concept of the Zeitgeist means you cant really just sit down and make all the stuff yourself. this was key to getting many other designers involved which they believed was the base of the whole idea for the commercial.

Critics of this ad have thought of it as a rip off of the Sony Bravia Ads with the continuity effect,(the ad shares visual similarities with the White Stripes - The Hardest Button to Button music video.) A typical car ad where the focus seem to be on the design of the ad themselves and creating something that's 'Hollywood'. Some sect have believed that the ad lost it focus which was originally targeted at women because of the cars pink color but has now been seen as very masculine :dark and slick, set to some sort of techno music. the use of modern TV screens in the ad they believed is not appropriate as modern screens have limited allure to women especially those women expected to be attracted to a pink car.

FORD FIESTA COMMERCIAL
Creative Agency: Ogilvy Advertising London
Creatives: Dom Sweeney, john Crozier
Media Agency:MindShare
Production Company: Blinkink
Director: Noah Harris
post-Production: Framestore

Sources:
* Creative review Magazine
* http://www.brandrepublic.com/Campaign/Creative/57113/ford-europe-
this-now-ogilvy-london/