GTB, the WPP global agency for Ford, has created a 360 campaign to launch the new Ford Edge across European markets. The Ford of Europe campaign is spearheaded by an eight-minute short film directed by Jake Scott of RSA Films and starring Danish actor Mads Mikkelsen as an enigmatic stranger known as Le Fantôme. The story centers on a couple who enter a witness protection program after their testimony convicts a crime kingpin.
Mikkelsen’s character is then sent to find the couple, before the striking nature of the new Ford Edge inadvertently reveals their true identity–and changes the nature of Mikkelsen’s mission. Titled Le Fantôme, the film was written by GTB’s creative heads Julian Watt and Bryn Attewell, and shot in Croatia.
“This, for me, was always really a love story, between a human and a car. As unlikely as that may seem, then consider the pairing of Le Fantôme and the Ford Edge. Bizarre perhaps, but unquestionably memorable,” said director Scott.
Credits
Client Ford of Europe/Ford Edge Matthew Van Dyke, VP, marketing, Ford of Europe; Anthony Ireson, marketing communications director, Ford of Europe; Lyn West, brand content manager, Ford of Europe; Chris Rushton, SUV brand content manager, Ford of Europe. Agency GTB Julian Watt, chief creative officer; Bryn Attewell, executive creative director; Peter Hvid, creative director; Romila Sanassy, producer; Melanie Elliot, director, integrated planning. Production RSA Films Jake Scott, director; Cindy Burnay, exec producer; Mark Patton, DP; Joseph Bennett, production designer. Editorial Final Cut Joe Guest, editor. Cast Mads Mikkelsen, Barbara Steele, Karin Perathoner, James Brown, Jon Campling, Zarko Radic
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
