With a Super Bowl buy after halftime in NY, L.A. and Chicago, Bai continued its “None of This Makes Sense” campaign which agency Barton F. Graf kicked off in 2015.
In this piece, we see that just as the concoction of the Bai beverage makes no sense by being good for you while still tasting great, so too does a strident horse whisperer who does anything but whisper. Still, the horse behind him is most obedient to his commands.
Matt Aselton of Arts & Sciences directed this spot, with VFX from Method.
Credits
Client Bai Agency Barton F. Graf Gerry Graf, chief creative officer/founder; Laura Janness, chief strategy officer; Ian Reichenthal, executive creative director; Nick Kaplan, Amanda Clelland, creative directors; Richard Langhorne, copywriter; Zack Madrigal, art director; Josh Morse, head of production; Sara Kastner, head of project management. Production Arts & Sciences Matt Aselton, director; Marc Marrie, Mal Ward, exec producers; Zoe Odlum, line producer. Editorial Arcade Edit Dave Anderson, editor; Chris Angel, assistant editor; Fanny Cruz, producer; Sila Soyer, EP/partner. VFX Method, Angela Lupo, exec producer; Brad Wood, producer. Audio Post Heard City Evan Mangiamele, audio engineer; Gloria Pitagorsky, managing director.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
