Ford of Europe has launched a new advertising campaign highlighting the positive environmental impact of the new generation of bio-ethanol powered vehicles. The Flexifuel campaign visualises animal babies still in the womb, and proposes Ford FFVs ‘for the next generation’.
The television advertisement begins with a magnified CGI rendition of the fertilization process, before showing us close up images of a foetus in development. It dawns on us that we are not viewing a human foetus at all – what we see is a tiny elephant in development, followed by a dolphin and two tiny polar bears. The super: “For the next generation. Ford Flexifuel. Up to 75% less CO2 emissions.” Click on the image below to play the video in YouTube
“We know climate change is real, and we’re committed to doing something about it by bringing a range of sustainable, low CO2 technologies to our customers over the next few years,” said Stephen Odell, vice president of Marketing, Sales and Service for Ford of Europe. “Our new campaign uses powerful imagery and is aimed at educating car buyers about the benefits of bio-fuel technology, as well as strengthening Ford’s position as a leader among European volume manufacturers for FFVs,” he added.
The campaign kicked off in March in Sweden, Europe’s most advanced flexifuel market, and includes a striking television ad plus print ads, as well as a dedicated internet site where the TV ad can be viewed. From Sweden, the campaign is planned to roll out across other European markets where Ford Focus and C-MAX Flexifuel models are sold.
“We hope to highlight the need for all of us to make changes to our daily lives to preserve the planet for future generations of animals and humans alike,” said Odell. “Ford’s flexifuel technology is one such change that is easy to make.”
“The environmental benefits and affordability of this technology and bio-ethanol mean that people can contribute immediately to lower CO2 for the benefit of future generations,” Odell added. “On this occasion, while our customers might not feel the difference, the planet will.”
Ford is the market pioneer of flexifuel vehicles (FFVs) in Europe where it sold more than 28,500 Ford flexifuel units since market introduction in Sweden six years ago. The current FFV portfolio includes the Ford Focus and the new Ford C-MAX. In addition to this, Ford has recently announced to expand the availability of flexifuel technology to the new Mondeo, S-MAX and Galaxy from early 2008, resulting in one of the broadest FFV portfolios in the European market.
For further information on the campaign and on Ford’s flexifuel technology see Ford’s press release.
The Ford Flexifuel campaign was developed for Ford of Europe at Ogilvy Stockholm by creative directors Björn Ståhl and Andy Dibb, art directors Attila Kiraly and Hasse Elander, copywriters Björn Persson and Micke Ström and agency producer Marcus Sundquist.
Post production/CGI was done at Glassworks, by Flame artist Tom Sparks.