Ford is to premiere a breakthrough TV advertisement for the new Ford Mondeo during the UEFA Champions League Final on 23 May 2007. The 90 second spectacular ad titled 'Desire' is a radical departure from traditional automotive advertising. In fact, the ad leaves the typical domain of the car commercial - the road - as the viewer's eyes are diverted upwards to see old cars being carried away by balloons. The ad brings to life the instant desirability of the new Ford Mondeo, -- upon seeing the new Mondeo people are saying goodbye to their old cars by floating them away.
"It is only fitting that we would unveil the new Ford Mondeo with advertising that is as innovative and distinctive as the car itself," said Stephen Odell, Ford of Europe's Vice President for Marketing, Sales and Service. "We wanted to reach a wide audience with 'Desire' so the UEFA Champions League Final felt like the perfect fit, especially because Ford has a longstanding relationship with the Champions League."
In a time when computer generated images are the norm, 'Desire' breaks the mould. The ad looks real because it is - some of the cars actually took flight using a combination of different techniques. The lightest car featured in the ad was developed by the German company Effekt Technik. It weighs only four to five kilograms and can float in its own right when filled up entirely with helium. 'Desire' marks the first time that such a vehicle has appeared in an ad or film. Other cars used in the shoot were made out of carbon fibre.
Shot in high definition, the ad was filmed in 30 locations in and around London, including internationally recognized landmarks such as Trafalgar Square and Tower Bridge.
The ad was directed by French director Philippe André who is recognized for his unique ability to blend imagination and striking visual effects. He has a diverse portfolio including commercial work, short films and music videos.
"I hope that 'Desire' will elicit wonder in those who see it" said André. "The new Mondeo is a special car for Ford and it seemed right to introduce it with a touch of magic."
'Desire' is set to music by Michael Andrews, a Los Angeles-based musician and film score composer. The track used in the ad appears on the soundtrack for Donnie Darko, a 2001 cult-favourite film starring American actors Jake and Maggie Gyllenhaal.
The advertisement was developed by Ogilvy Advertising London, part of WPP. The UK's eighth-ranking advertising agency, Ogilvy Advertising has decades' worth of experience and ability in creating, building, transforming and reinvigorating brands.
About the All-New Ford Mondeo
The Ford Mondeo has undergone a radical redesign both inside and out. The all-new model is stylish, more luxurious, and quieter than ever - enhancing the long-acclaimed Ford Mondeo driving experience with a host of new technical features
The Mondeo is Ford's strongest expression yet of kinetic design, a real embodiment of 'energy in motion'.
Inside, Mp3 connection, air conditioning, Electronic Stability Programme (ESP) come as standard, as well as multi-link rear suspension design plus optimised front suspension and steering system.
Since the Ford Mondeo was introduced in 1993, four million models have been sold.
For more information about the new Ford Mondeo, visit http://www.ford.co.uk
Source: Ford
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