The Scottish actor Gerard Butler stars in campaign Ford, created by Blue Hive Credit: Disclosure
Ford launched in late July the Ford Focus Fastback model, aiming to gain share in the sedan segment. The automaker diagnosed that he needed to expand the impact of their advertising to become a more important player in the segment in which worked with Focus Sedan – and faces Honda Civic and Toyota Corolla, among others.
Ford will update the look in relation to car sold in Europe and the United States, keeping the price and offer discounts on pre-sale. Besides changing the vehicle’s design, which has an initial price of $ 77,900, the advertiser promotes greater publicity of the year investment in a single campaign.
The Blue Hive, the J. Walter Thompson agency to supply Ford, developed a focused digital strategy, website and effort in social networks and television, which will receive four commercial starring Gerard Butler and interconnected. The first will have a version of a minute debut on Monday, 24, in the range of National Journal, on Rede Globo. Its function is to sell the concept of Fastback, alluding to the car’s rear descending curves, a form of the automaker try to differentiate against competitors.
Known for films like “300”, “Invasion of the White House” and “PS I Love You, “the Scottish actor dismissed stunt and decided to drive the car himself in the filming carried out in early August, in a hangar of the Campo de Marte Airport in São Paulo – the production team Zeppelin Films had over a hundred people. After the actor’s maneuvers, the commercial ends with you pilot racing professionals Michelle Jesus and Manuela Vasquez interacting with it, which says: “You can not test a machine like this with a ride on the block” – a way to introduce the second commercial. The four parts will be released by the end of September and the films are in English, with subtitles.
The choice of an international actor is common in the automotive sector where the intention is to cause great impact. “It’s not a random use. Butler is identified with values such as credibility and, above all, the spirit of attitude, which is what the business wants to convey, “says Rodrigo Strozenberg, creative director of the agency. After the initial effort in broadcast television, the strategy will be supported by paid placements in TV and digital media in the coming months.