PILOT by Bassat Ogilvy & Mather Madrid for Ford

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PILOT

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Industry Car Dealers, Cars
Media Radio
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Angel De La Jara, Rafa Hernandez
Account Supervisor Paloma Diaz, Olga Lamarca
Production Media Sound
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FORD
Product/Service: FORD DEALER NETWORK
Agency: BASSAT OGILVY
Creative Director: Rafa Hernandez/Angel De La Jara
Scriptwriter: Carlos Perez-Sauquillo/Lucas Gracia
Agency Producer: Eva Morales/Javier Bores
Account Manager: Luis Muñiz/Lidia Marrero
Account Supervisor: Paloma Diaz/Olga Lamarca
Advertiser's Supervisor: Pablo Vaquero
Production Company: MEDIA SOUND, Madrid, SPAIN
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BASSAT OGILVY , Madrid, SPAIN

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Aircraft ambience FVO: Does anyone here know how to fly a plane? MVO: Me! FVO: But you’re a potato? MVO: Sure, but I’m a duty free potato, baby. FVO: Well, captain, 400 lives are in your hands. SFX: Applause ANN: People like you more duty free. Only till 28th April, come to your Ford Dealer and get any Ford duty free. You’re gonna love it. FVO: Captain Potato. Kiss me. ANN: Ford Dealer Network.

Full script of the ad in the original language
SFX: Ambiente avión FVO: Hay alguien que sepa pilotar un avión? MVO: ¡Yo! FVO: Pero si eres una patata. MVO: Sí, pero una patata si libre. SFX: Aplausos FVO: Pues comandante, la vida de 400 personas depende de usted. ANN: Libre de impuestos te quieren más. Ven hasta el 28 de abril a tu concesionario Duty Free y llévate cualquier Ford. Vas a quererlo. FVO: Capitan Patata. Béseme. ANN: Red Ford de Canarias.

Brief Explanation
In Ford, we launched the Ford Duty Free concept as when you buy a Ford now, you don’t have to pay the tax. To launch this concept we produced some radio commercials with the idea of 'People like you more (if you’re) duty free'. We thus created different situations in which one of the characters is an object or an animal incapable of carrying out the task he is supposed to perform. But as he is a duty free object or animal everyone likes him, regardless of his condition.