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Ford shows how Everest model can overcome ‘gruelling’ challenges in new ad

Ford has taken its new Everest model to some of the Northern Territory’s most inhospitable locations in an effort to showcase how the 4WD copes off-road.

The ‘Love Every Minute’ campaign, created by GTB Melbourne and directed by Revolve’s Bruce Hunt, campaign follows a Ford Everest and its driver venturing through floods, snow and mountain ranges and a voiceover describing the drive with words such as “gruelling”, “intense”, “brutal”, “punishing” and “stressful.”

The black and white spot draws attention to the car with the red Everest the only source of colour until the very end when happy drivers are splashed into colour.

It ends with the tagline “But you’re going to love every minute of it.”

GTB Melbourne’s new work came from the Ford research suggesting four wheel drive drivers are “diehards”.

Jon-Paul Jacques, GTB’s executive creative director said the campaign had two goals.

“Connect to 4X4 diehards by showing them moments of 4X4 hardship they’ll identify with. And demonstrate the Everest is more than capable of getting you out of these horrible situations.

“Ford research showed us 4X4 diehards are serious guys,” said Jacques.

“They told us their most memorable off-road stories, and they were pretty hard-core. Surprisingly, it was the harshest, most intense and unpleasant experiences that they looked back on most fondly.  Thus ‘Love Every Minute’ was born.”

Anuj Mehra, head of strategy at GTB said the ad celebrated the contradiction of enjoying every minute of tough situations.

“Some of the most memorable comments from our research included: ‘You do get bogged but I live for the mud, getting out of tough situations,’ ‘Took on too much for my skill set and slid down a 45-degree angle. That’s the fun though, I can’t believe I made that’; ‘You realise how stupid you were, but you don’t care after it’s done.’  We decided to celebrate this contradiction,” said Mehra.

Daniella Winter, general manager of marketing at Ford, said the brand believes the “honest” approach will “prove Everest is a serious player in a crowded market.”

The campaign will run across TV, cinema and outdoor.

Credits

  • Client: Ford Motor Company
  • General Manager of Marketing: Daniella Winter
  • Marketing Strategy & Communications Manager: Tony Jordan
  • Marketing Communications Manger: David Noonan
  • Marketing Analyst: Lara Miller
  • Production Agency: Revolver
  • Director: Bruce Hunt
  • Producer: Catherine Jarman
  • DOP: Ross Emery
  • Editor: Drew Thompson
  • Agency: GTB Melbourne
  • Executive Creative Director: Jon-Paul Jacques
  • Copywriter: Stephen Sheldon
  • Art Director: John Pantzopoulos
  • Agency Producer: Sandi Gracin
  • Head Of Strategy: Anuj Mehra
  • Senior Account Director: Rachel Legge
  • Senior Account Manager: Blade Griffiths
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