The newest addition to the Ford Mustang family, the electric vehicle Mach-E, promises to be a game-changer. And a new breed of Mustang deserves a new breed of launch from agency BBDO.
The communications plan relies on influencers, experiences, branded content and an online/offline digital film to target the sophisticated, next wave of electric vehicle adopter–lovers of the new.
The latest component to be unveiled is a short film, titled “New Breed,” featuring actor Idris Elba as brand ambassador. Here’s a :60 version that will run on television, directed by Henry Hobson of MJZ.
Credits
Client Ford Mustang Mach-E Agency BBDO David Lubars, chief creative officer, worldwide; Lauren Connolly, EVP, global executive creative director; Tom Markham, EVP, executive creative director; Rob Kurfehs, group creative director; Wayne Kasserman, Brian Kunath, creative directors, copywriters; Joel Rodriguez, James Salanitri, creative directors, art directors; Freddy Orlando, Jesse Rea, associate creative directors, art directors; Bryan Lark, associate creative director, copywriter; Jay Roeder, designer; Diane Hill group executive producer; Ben Latimer, producer; Reid Pierce, associate producer. Production MJZ Henry Hobson, director; Joost Van Gelder, DP; Kate Leahy, exec producer; Jake Weimer, staff production manager; Adriana Cebada Mora, producer. Editorial Work Editorial Stewart Reeves, editor; Audrey Weiner, Josh Sasson, assistant editors; Brian Scharwath, producer; Alejandra Alarcon, head of production; Erica Thompson, exec producer. VFX The Mill Anastasia von Rahl, exec producer; Sumer Zuberi, producer; Chris “Badger” Knight, creative director, shoot supervisor; Matt Fuller, shoot supervisor, 3D lead artist; Philip Ineno, 2D lead artist; Matt Bohnert, Jacob Bergman, 3D lead artists; Patrick Dirks, Remedy Huynh, Kai Chun Tsai, Edward Black, Ajith Raj, Basabendu, Mangesh Borkar, Naga Praveen Kumar Y, Sandeep Kumar Singh, Sathya Sagar Kolli, 2D artists; Danny Garcia, Elizabeth Hammer, Mitchell Jaeger, Cilaani Francis, Sameer Khan, Daniel Stern, Alice Panek, Bhavani Shankar, Brian Lee, Gokul Navaneethan, Matthew Bell, Rajan Ramakrishna, Yarin Manes, 3D artists; Andy Wheater, matte painting; Jason Jansky, animation. Telecine Company 3 Tom Poole, colorist; Alexandra Lubrano, producer. Audio Sound Lounge Rob Difondi, mixer; Becca Falborn, exec producer; Alicia Rodgers, producer. Music/Sound Design RNDM ORDR Marc McClusky, composer; Stephen Dewey, sound designer; Guin Frehling, exec producer.
At the heart of this campaign for Pay.UK Current Account Switch Service (CASS) is a playful yet relatable narrative, brought to life in the hero TV commercial, “Blind Date.” Directed by Rosie May Bird Smith of Biscuit Filmworks for agency House 337, the spot follows a woman nervously meeting her blind date, only to discover the person waiting for her is someone you definitely wouldn’t want to meet on a blind date. The voiceover reassures: ”Blind dates. They’re a bit like switching bank accounts. You don’t want any surprises. That’s why we guarantee there won’t be any when you switch with the Current Account Switch Service.”
“Everyone knows the pain of a bad date, the gut-churning realization you’ve texted your boss instead of your mate, and being stuck next to someone eating the world’s stinkiest lunch,” said Ross Newton, creative director, House 337, who added, “Life is a minefield of unwanted surprises, so coming up with the campaign idea was the easy part. The real challenge was deciding which situations to include and which to ditch. Sadly, these scenarios are all too relatable for us all, myself included.”
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