Wieden + Kennedy, Ford’s main creative agency, came up with the “arrive ready” platform, which Born Social has used as inspiration for a social media campaign. It’s a demonstration of the carmaker’s Blue Cruise technology (a supercharged version of cruise control), which leaves you with plenty of mental capacity for extreme sports when you arrive at your destination.
There are two versions, one with an outdoor adventure athlete and the other with a climber. Shot on location at an extreme sports festival across Italy and France, it will run initially in the UK.
Stefan Tinnemann, senior manager for Ford Model e-product communications & public affairs, said: “BlueCruise was designed to make driving easier and more enjoyable, helping people feel less fatigued and more prepared when they reach their destination. This campaign shows that benefit through the lens of real people pursuing meaningful goals, demonstrating how technology can support people in getting more from the moments that matter.”
Simon Cooper, executive creative director, Born Social, said: “Traditional advertising often starts with the product and works backwards. Social-first creativity starts with the communities. The challenge wasn’t showing hands-free driving. It was finding real people with something meaningful at stake and using their stories to make the technology feel relevant.”
While Honda goes for big budget and high production values, Ford and Born Social have created something grittier. An indisputably good product demonstration.
MAA creative scale: 7.5
