Fiesta campaign focuses on “awkward situations”
The campaign for the new Ford Fiesta is positioning the hatchback as the solution to everyday awkward situations, positioning the car as the “ultimate escape hatch”.
Everyday awkward situations campaign, which is very similar to a Kia campaign from earlier this year, is an outdoor and radio campaign, created by JWT Melbourne for the new Ford Fiesta with the tagline ‘Get the Fiesta Out of There’.
The campaign marks the first time Ford has partnered with music video site Vevo to create pre-roll advertisements for the site featuring young artists.
JWT Melbourne’s ECD Richard Muntz said: “This is a really confident campaign platform that builds an identity for Ford’s smallest of small-car nameplates.”
The campaign bears some likeness to Kia’s Cerato campaign which was built around the idea of avoiding life’s “uncomfortable moments”.
The ads, created by Innocean Worldwide Australia, launched in April this year.
JWT Melobourne had not responded at the time of posting about the similarities between their campaign and the Kia one.
Credits:
- ECD: Richard Muntz
- Art Director: Chris Hince
- Writer: Andy Segal
- Illustrator: James Gulliver Hancock
- Account Director: David Noonan
- Client: Glen Hobbs
- Production: Front of House
- Media: Mindshare
Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.
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And with Ford set to shut all manufacturing in Australia in October 2016, sounds like the company’s getting the Fiesta out of here too.
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And is it just me but the ad “the trains are delayed take your Fiesta”, does that just about say everything that’s wrong in the world?
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Did they commission year 7 students for the artwork?
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Had Innocean responded at the time of posting about the similarities between their Kia campaign and heaps of other uncomfortable moment campaigns (cars included) that we’ve seen over the last decade or so?
Not the most original, but really, who cares?
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These adds are awkward. There wont be many fiestas getting out of the sale yard.
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With ads as bad as these it is no wonder they are going closing down.
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The first two situations aren’t just awkward – they’re creepy. Is Ford suggesting to young women that Fiestas are the solution to being stalked?
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I heard a radio ad from this campaign yesterday. I’m now extremely confused. It makes no sense and then it tells the listener to get the Fiesta out of there.
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Nothing eye catching about this art direction. I think I saw something like it at the back of Newtown…
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