SPRING by Bassat Ogilvy & Mather Madrid for Ford

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SPRING

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Industry Cars
Media Film
Market Spain
Agency Bassat Ogilvy & Mather Madrid
Creative Director Angel De La Jara
Art Director Laura Buencuerpo
Copywriter Paco Bescos
Producer Elena Trape
Account Supervisor Begoña Alba
Production Fish Film Productions
Released September 2011

Credits & Description

Category: Cars
Advertiser: FORD SPAIN
Product/Service: FORD FIESTA/KA
Agency: OGILVY SPAIN
Production Company: FISH FILM, Madrid, SPAIN
Chief Creative Officer: Alvar Suñol
Creative Director: Angel De La Jara
Copywriter: Paco Bescos
Art Director: Laura Buencuerpo
Agency Producer: Eva Morales
Account Supervisor: Begoña Alba
Producer: Elena Trapé
Account Manager: Olga Lamarca/Paula Vizcaino
Account Manager: Olga Lamarca/Paula Vizcaino

English Description
In early Spring of 2011, Ford of Spain found itself with an ample stock of vehicles, in particular Fiesta and Ka models, which it needed to get rid off. We were asked to produce a low cost, seasonal television campaign, focusing on the communication of a competitive price. In addition, given the youthful character of the models whose sales they wanted to increase, they informed us that the target was of eminently university age.


Adding up youngsters and Spring was enough for us to come up with a powerful insight: "We all go a bit soft in the head in Spring". Next, we added the outstanding prices Ford was offering. As a result, we obtained the creative concept: "We are a bit soft in the head".