New Ford Fiesta commercial through Ogilvy London.
This is a terrible ad. I'm amazed at the budgets Ford consistently allow Ogilvy to squander on piss-poor ideas...time and time again. What the hell does this ad mean?!
Why's it so terrible, Anonymous? I thought it was quite good, definitely a grower and the music is a perfect fit!Also, why should ads "mean" anything? This is advertising we're talking about, not high art!
Nicely executed, but the strap is hateful and you could replace the car with literally anything and it would still work. 4/10
Style over substance. forgettable.
Why are all car ads these days just expensive eye candy? Don't the manufacturers have anything decent to say about their products anymore?I suppose I'm wondering what kind of proposition/brief would result in an execution like this. Compared to the VW Snow Plough ad, what makes this ad a good creative idea?
I'd like to hire the account person who sold that. Imagine what they could do with an idea
'Also, why should ads "mean" anything? This is advertising we're talking about, not high art!'Is it just me or should you be swapping 'art' and 'ads' around in that sentence?
By the way, the Noah in the YouTube link referenced by Scamp is not the director of the TV commercial.I think the ad is great, a brave statement for a car company that is trying to throw off its bland reputation.
Here's something from Noah Harris explaining what it's all abouthttp://www.shots.net/news_detail.asp?id=4373&WT.mc_id=shots_newsletter_20080917_4373To get anything decent from a Ford brief is an achievement in my book
Whoops, thanks for the correction, anonymous. I've removed that bit.
So i read that whole Shots article.And i still don't get it.
Anon 12.42pmSorry - what 'statement' is it making exactly? That it's 'pretty to look at'?For me, the most interesting part of the ad is the nod to Edward Hopper's Nighthawks about 2/3rds of the way through. And I don't think that has anything to do with anything except eye candy, like I said earlier. But please, tell me because I'd like to know if I'm missing something.
Well at least they've stopped ripping off Honda ads. I think this ad feels pretty fresh. there's clearly alot of work that went into it and it's beautifully crafted.Lets face it the recent batch of car ads which talk about product specs; i.e. 'Audi -grip', VW-aerodynamics are very dull.For the people who are slagging this ad off, just wait til you get a real brief, not one you dreamed up yourself, you'll see how difficult it is to say something about something when that something has nothing to say, or something.
Ford = dull in most peoples' eyes. This ad is interesting and evocative. The fact that Ford could even approve making it says to me that Ford is changing. That's a statement in my book.
It looked brilliant on Sky HD1 in the Ryder Cup ads. As did the other Ford one where the world is wrapped in paper. Everyone stopped to watch both.There was a palpable air of disappointment when it turned out to be a Ford ad. Particularly as most people thought it was a new Bravia ad.Anyhow, read the Paul Feldwick article Scamp linked to recently. I think Ford are slowly being steered in the right direction. (See what I did?).
he didn't indicate.
Have to disagree Scamp. The longer you keep blogging the more dubious your judgement becomes. There is nothing motivating or interesting about this spot.
the best way to judge it.would you have it on your reel?the answer?yes.so shut the fuck up.
1.09"It looked brilliant on Sky HD1 in the Ryder Cup ads. As did the other Ford one where the world is wrapped in paper. Everyone stopped to watch both."Everyone? Where was this?
1.21totally agree.would i hire the creative team? absolutely. would i use the director? absolutley. (to segue onto lunar's topic today, MJZ'll be on the phone to this guy).
Is it just me, or are there some Edward Hopper references in in. I'm thinking the guy at the petrol station and the 'Nighthawks' scene in the diner? Or am I trying too hard to create sense out of it...?
It's beautifully done and I understand that that alone might have been enough to elevate interest in the brand but...not for me.Anon 12:22 is right about the sentiment not being unique to this product. That's why I find the ad so unrewarding.
Here's what the public will think watching this ad:That looks cool.I wonder what it's for.Oh.
1.21pm 'the best way to judge it.would you have it on your reel?the answer?yes.so shut the fuck up.'Well I would probably have it on my reel, but I don't think you can go telling everyone to shut the fuck up - it's a bit rude isn't it - and unnecessary. I'm sure those who say they don't like it would probably not have it on their reel - why would you put something on that you hate. Besides, I think peoples argument is that they wouldn't have come up with the idea in the first place, because it's a bit weak. BUT, it is a style over substance ad, and that's no bad thing - I quite like it really.
thank fuck they got rid of 'dogbot' though, same product but i'd take this ad over that any day.
that nighhawks reference feels more like a foxtens with the target market sat there regretting their mortgage decisions.doesn't it also feel a bit sony playdough? nice looking car though to be fair.
1.21No - because after I'd shown it, I'd have to explain what the 'idea' behind it was and I can't.
1:38 - i completely disagree. I don't know where you hang out but at my local the people upon seeing this ad immediately sat down to discuss in depth whether or not the metaphorical zeitgeist portrayed on the televisual units was an accurate reflection on society in general and whether or not the car came in black.
To play devil’s advocate I think it’s quite logical really. Obviously people don’t analyse ads to uncover meaning, but for me it’s pretty obvious that the car is made up of lots of ‘now’ things, (simply describing things as ‘now’ makes me vomit a little in my mouth) I take from it that the car’s design is inspired by lots of different types of design, architecture and fashion. And TVs (or things with screens) are what we use to keep up to date with what’s going on in the world now. As a me-too strategy it’s no worse than ‘full of lovely stuff’ or ‘when was the last time you just went for a drive’ and it looks amazing. I don’t like the endline though.
Which pop video is this technique ripped off, i bet there is one.
This ad would be so much beter with a Joanna Newsome song as the music.
ok so ogilvy have stopped ripping off honda and now they're ripping off sony. nice work guys.
Anybody seen that new Guinness ad from Saatchi London where the tornado goes into the pint glass?Makes this ad look like a bvlack pencil winner.Absolute fucking tosh. Even worse than that Horse Whisperer bollocks Brazier made a few years back.
That 'tv thing' moves at about the same speed as a Fiesta.
Do you mean they're ripping off Sony by using similar looking TVs
2.25It's the perfect blend of 'Hardest button to button' by The White Stripes (you know the ones with multiple drumkits/amps) GondryandDaft Punk is playing at my house' by LCD Soundsystem
the clangers used stop frame too, and it was shot at night (although it's always night in space isn't it)
Yeah - and those Wallace and Gromit films - they were just rip offs of Morph.
wallace and gromit, morph. wait a second. they used plasticine, which is kind of like play dough. oh my god sony play dough is a rip off of a rip off too!!!
from fiction (symbolized as TVs) to reality (a car).what's to understand?nice production all the way.
I really like Hopper. I quite like this ad.
How do theys get them TVs to move like that? Is it speckle effects? Because the car comes driving out of them at the end as well. They must have had the car behind the TVs from the very beginnings. Also the TVs wasnt even plugged in, so I think it must be on specials effects.Anyway, I think it was a great advort. I certainly want to buy one of the TVs now, so good job Noel Harris!
That's a lovely looking advert. Well done.
It's pretty and pleasant. Most importantly, it's not Fun Factory, which I hated.
i thought it was a tv/electronics ad for 90% of it. As anonymous 3 said, it could be for literally anything.nice car though - looks a bit like a peugeot 206 slept with a toyota yaris.
I liked it
what a pile o shite.and an insult to Hopper, if that is indeed what they were apeing.
Don't like it at all. Sounds so 90's...
I really liked it
Technique in search of idea and 'this is now'? If they'd said 'full of great stuff', I'd think it was a Skoda rip, but at least there'd be a point to it all.
I am currently working on this campaign (although not at the creative end)and from what I've been told the creative is based on capturing the spirit and attitude of 'now' using music, fashion, art, technology and film to highlight the values of the all-new Fiesta.There is an additional website to the one that is advertised which explores this further: www.this-is-now.co.ukHope that helps!
jon blacki don'ts reckons they did have a car behind the TV;s all the time. I think they "did it with post". That's what they do now.But Noel Hairris is obviously very good with post
thanks sarah, that's very helpful, how's the grad training going btw?x
I thought it was wonderful. Bravo!
5:02 you are well behind the times mate. Post is dead, it's all email now
ah it was OK.
I didn't really like it much
I thought it was terrible
worse thing I ever saw
What is that website all about?!- firstly, it takes ages to load.- Then, none of the sub nav pages make sense - why am i reading an article about a fake journalist in "Neon Candy"?- how much text is there in "technology"? - and every other section for that matter??- why is the text all so small?- why are you flying across the site and not driving?- I'd put money on no-one bothering to go through this site 'cept for ad execs.It's so try hard it's painful. Sarah - you said this would explain it not make it worse.
Hey. Lucky we work in advertsing eh, so we all have time to play around posting on blog sites all day. Imagine having a proper job !
I simply sucks.Ogilvy London?Wow!
At first, I thought it was a new sony bravia ad. I don't know if that's good or bad.
It looks amazing, not sure how anyone can describe TVs tumbling down a street instantly forgettable.
Here's the logic behind the whole thing: http://tinyurl.com/4375vn, the ad is one part of a much bigger campaign that I thought was quite interesting.
68 comments so far = good ad!
good point, its created such a discussion how can people forget it?
I don't know what it means but I don't like it.
It's far more interesting than alot of the stuff you see on air at the moment.
It doesn't make you feel anything?It doesn't make you smile or think or cry or laugh or angry or want to do ANYTHING.It is therefore a complete waste of time and money.Its garbage.
I'm guessing you're one the people who hated the Levis drugstore ad, and the Hovis ad and every other ad. Watch the telly, see some of the dross on there. This is brilliantly produced, it doesn't steal from any other sources (as far as I can see) and it's creatively a million miles from where Ford have been in the past. But fuck it, let's not be negative. How about you say an ad you like that's out now and we'll talk about that.
Hey hey hey. It's only an ad, luvvies. Some like it, some don't. It's SUBJECTIVE.
To change the consumers perception of products now, you need to do a hell of a lot more than throw lots of money at a decent creative team and director. Unless there's a very good extensive campaign through the line to support, this seems like a good ad teetering on top of tired, old-fashioned planning.
I get it, i get it... The idea is that the new ford fiesta has replaced the plasma tv.Hence, 'this is now' (plasma tv's were 'then'). Fantastic. Looks awesome, god knows what it means, don't really care either. The colour of the car was cool as well.
i think you want www.boringplanningtalk.com
Nicely crafted nonsense.
Amazing! How do you film at night like this?Fantastic post.
Amazing, over 80 comments on such a boring ad.Is this ad really worth discussing, when I'd finished watching it I felt like I had wasted a few more seconds of my life.This ad is not good and any young teams reading this blog should forget they ever saw it, you will not learn how to do good ads or help your career by even giving it a second thought, its crap, utter crap pretending to be good.
Scamp. Can you stop posting work on here, the comments are making me depressed about working in advertising. There is nothing wrong with this ad, it's not a great strategy but it's different and really well put together. I think it's better than the HSBC one and more unusual than the Hovis one, but still they were both good ads and both of them got a similar amount of splenetic juice poured on them. And to all those who ripped into Drugstore, fuck me get a life. Who are the people who comment on these ads?
Yeah, the anti-Drugstore guy was a chippy thick sod who wouldn't leave it alone.It's official: that ad is a classic. Your brain is tiny but you think it's not.
'I don't know what it means but I like it'Out of interest, Scamp, is that a standard you apply when you are CD-ing? Is that why the ITV work really hasn't blown channel 4's out of the water as you promised us?
Honestly, some people have no patience. Give me 12 months on it, then slag me off. Fair?
You can have as long as you like, darling.
I don't know what it means either and that just irritates the hell out of me. I think that there is always room for ads that make the viewer think, as long as there is some reward when they put two and two together. But in this case (and in the case of the 3 network's jellyfish or singing cherries) there is no reward, just a feeling of "what the fuck?".No doubt, the crafting is fantastic, but that isn't enough.
I really like those 3 ads. I really like this
50% passionately pro, 50% violently anti. Couldn't ask for more.
Why so baffled by this Scamp et al?The catalogue zombie citizens in their boring Starbucks are being distracted by a car that carries all that is snazzy, hi-tech, and exciting, represented by a pile of the latest plasma tellies.i would have thought it wears its strategy pretty clearly on its sleeve - that's why it's so bad. (tho nice music i have to say)and while i'm on about it, why is anyone baffled by Gorilla? Seemed to me to fit perfectly into the long-running CDM "happiness" campaign, which quite often featured animals representing happiness.not hard fellas.
11:23 glad you seem have such confidence in your own critique. Especially when you have got it completely wrong. The cafe people don't even look at the screens so how can they be distracted?and by the way 'getting' ads isn't a competition.
Classic example of a blog post.http://thehumanwrycorporation.blogspot.com/2008/09/lifecycle-of-blog-post.html
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