Ford unveils TVC series for ‘Discover the More in You’ campaign

The first commercial in the campaign, created by BBDO, went live on TV and social media channels during the ICC World Cup India-South Africa match

e4m by exchange4media Staff
Updated: Jun 8, 2019 8:11 AM

Ford India’s latest television campaign – Discover the More in You – does not just convey the world-class features or value that a Ford UV like EcoSport, Freestyle or Endeavour possess. Instead, it goes on to celebrate the spirit of a changing India where UV owners are fuelling discoveries of their inner selves and making a difference to the world around them. 

Through a series of three thought-provoking and emotional stories, the campaign touches upon the pertinent issues from our society, requiring discussion and debate. The campaign shows the owners taking actions, and being the change needed to build a better India. 

The first commercial in the series went live on television and social media channels during the ICC World Cup India-South Africa match on June 5 and brings the issue of road-rage into focus. Titled Good Rowdies, the commercial opens with two friends, out on a highway in their Ford Endeavour, encountering a group of youngsters with complete disregard to lane driving and traffic rules. The group overtakes the Ford Endeavour in a brash manner, forcing the protagonist to bring the SUV to a complete halt. The co-passenger in the Ford Endeavour is set to teach the rowdy boys a lesson  but it also becomes a journey of self-discovery for the protagonist who not only resists the temptation but also advises against using power to chase the wrong.

BBDO’s first creative campaign for Ford India has been led under the supervision of Josy Paul, Anunay Rai and Gaurangi Mathur. The three TVCs have been directed by filmmaker Shimit Amin. 

“Our latest campaign - Discover The More in You - draws from experiences of our customers for whom these situations in their Ford SUV led to self-discovery, making them choose what was right,” said Rahul Gautam, Vice President, Marketing, at Ford India. “Not only does it reflect a progressive outlook to societal issues but also a special aspect of human-machine interaction.” 

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