The new Ford Fiesta TVC aims to create excitement over performance and the bond between the driver and his Fiesta with a rush of adrenalin. JWT is the agency behind the TVC, which has been directed by ad filmmaker, Ram Madhvani.
The TVC, which broke across channels, clubs the big weapon in Fiesta Petrol’s armoury with the enthusiasm of the car owner offering consumers a ride with unprecedented power.
Scott McCormack, Vice-President, Marketing, Sales & Service, Ford India, said, “Since its launch in India, Fiesta has been recognised for its best in class performance, drivability and handling. There is a strong pride of ownership in Fiesta and owners usually like to drive their cars themselves.”
“In the latest phase of Fiesta communication, the brief to our creative agency JWT was to create a commercial that cuts through the regular clutter of feature or style led advertising. We wanted the agency to bring out the various aspects of performance,” explains McCormack.
Fiesta is the only car in class to do 0 to 100 in less than 12 seconds and has been rated five-star by top automobile critics around the country for its handling and stability.
JWT’s Ashwin Parthiban, the scriptwriter of the TVC said, “This TVC goes beyond demonstrating the features and actually showcases the bond between the driver and his Fiesta.”
The stunts depicted in the TVC might not meet some parents’ approvals – a young man is shown dowsing a lit matchstick with his tongue before deftly maneuvering his Fiesta through a slalom course of torches, lighting them at high speed, showcasing the maneuverability and exact precisions of the vehicle, all the while listening to his favourite old Hindi song.
The TVC celebrates Fiesta’s zesty performance and the confidence it lends to its young car owner to push the envelope. The TVC excites and challenges the consumer to share the experience of speed and performance with the steering in their hand.
Senthil Kumar, Executive Creative Director, JWT, said, “This one’s for the road, it moves away from the run-of-the-mill advertising look and gives the commercial a unique 'user-generated' experience. With the daily dose of Internet, the current customer is more excited in consuming real life content in the user-generated space and this is what Ford has tried to embrace.”
''This commercial is, in fact, designed as a trigger to stimulate and generate video responses that test the performance of the Ford Fiesta petrol through the eyes of different drivers, making the campaign work hard in the interactive space,'' added Scott.
''The challenge was not to do the easiest thing. And if it is a sexy car commercial shot in some exotic location that you are looking for, then this is not the one,” said Agnello Dias, National Creative Director, JWT.
“The new Fiesta TVC campaign can be seen on a wide range of news and entertainment channels for a period of eight weeks, starting January 25, 2008. The TVC will be supported by a print and online campaign, encouraging the readers to take the Ford Fiesta 5-minute Test Drive. The banners will be other sites too,” added Kumar.