In an effort to market its new Ford Edge to ethnic groups, Ford created separate webisodes for the Hispanic, African American and Asian-American markets featuring music celebrities whose songs were remixed for the campaign.
To reach Asian-Americans, Ford created a commercial starring Ahn Jae Wook, a Korean singer whose hit song, Forever, was remixed for a TV spot. To extend the campaign further, Ford ran the spot at www.Fordvehicles.com/asia, with an additional webisode, Episode 1 ‘The Making of the Re-Mix’, that shows the singer in his Korean studio recording the song and discussing it with the production crew.
The crew included Sara Park, the executive producer from Dancing Toe, a Los Angeles production agency, who worked with Enturn Entertainment, a Korean production company, to shoot the spot. “We shot it with two HD cameras and remixed the music,” she said. The remix was a major endeavor, since additional rock and dance versions of the songs were recorded in four different languages: Mandarin, Cantonese, Korean and Vietnamese. Visitors to the website can select the versions and languages they want to hear. The website is the only place where the different versions are available.
The video, which runs about two minutes, features close-ups and mid-range shots of Ahn performing and interacting with the production crew, who give him tips, including, “You’ve got to be more natural,” before concluding with, “You did a very good job.”
The webisode enabled viewers to “get a feel for his personality and what’s he like,” according to Courtney Walker, account director at Pancom, Ford’s Asian-American advertising agency, which oversaw the campaign. “He’s a celebrity who’s popular among all Asians, so he was ideal for the campaign,” she said.
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More