Ogilvy/Team Detroit has enlisted the service of Oink Ink Radio to help create and produce 12 humorous radio commercials for client, Ford Customer Service Division.
The campaign is designed to remind drivers that no matter what their vehicle needs, Genuine Ford and Lincoln Mercury Parts & Service is there to help. To demonstrate this point, the agency created a concept featuring car parts and other inanimate objects chatting up their cars’ driver. In this case, LA-based actor Dan Gilvezan.
“We cast from both our New York and Los Angeles offices for all parts,” explains Oink Ink partner, Dan Price. “There were so many spots…so many characters…that we felt it imperative to seek out the best actors for every role. Half of our cast was from L.A., the other from New York. We find that that’s usually the ratio, not surprisingly.”
Price, who directed the spots, says the project itself became bicoastal, not just the casting. In each spot Gilvezan extensively interacted with the other characters (i.e., “his” tires, turn signals, even his oil change sticker), and so the decision was made to handle the recording not only from Oink Ink’s Venice studio, but also from their New York facility. “We just handled each spot from the city where each actor was located,” says Price. Ogilvy/Team Detroit Executive Creative Director Kent Aitchison, and Creative Director John Rokicki were on-hand in both cities. “The whole crew at Oink Ink was absolutely amazing,” says Rokicki. “They were constantly professional and an absolute joy to work with.” In fact, the agency is gearing up for additional radio spots for which they’ll enlist Oink Ink. According to Aitchison, “We’ve gotten great feedback from dealers and very positive preliminary results. Our clients couldn’t be happier.”
Oink Ink’s Casey Chester handled all audio recording, sound design and mixing as well as the creation and composition of the campaign’s original music component.
