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Ford: Kinetic

Crossroads director Nick Lewin in collaboration with Ogilvy London released a dramatic :60 that perfectly captures the spirit of Ford's kinetic Design campaign, which emphasizes sleek designs that are meant to evoke movement even when the vehicles are at a standstill.

The spot features five of Ford's newest European models - the Fiesta, Focus, Mondeo, Kuga and S-MAX - mounted atop dynamic moving platforms that twist, spin and raise the vehicles in front of enormous television monitors displaying moving scenes of a historic European city. When the shot is separated from the context of the studio, it looks as though the cars are zooming along, racing one another through the streets in a thrilling game of one-upmanship. But the vehicles never leave their mounts, having shot the entire spot on stage, and the appearance of dynamic motion as the cars are at rest reinforces the efficacy of Ford's design aesthetic.

Advertising Agency: Ogilvy, London, UK
Creative Director: Greg Burke
Producer: Lyn Woodcraft
Production Company: Crossroads Films, London
Director: Nick Lewin
Executive Producer: Carly Stone
Producer: Amanda Tassie
Editorial: The Whitehouse
Editor: Christophe Williams
Post-Production: The Mill
Producer: Sean Costelloe
VFX Supervisor: Russell Tickner
Lead Flame: Ben Turner
Flame: Gary Driver, Paul Downes
Flame Assist: John Price, Ilia Mokhtareizadeh, Adam Lambert
Lead Shake: Rod Norman
Shake: Benjamin Perrott, Vanessa duQuesnay, Bryan Bartlett
Lead 3D: Rob Holmes
3D: Teemu Eramaa, Rob Stipp, Luke Tickner, Per Bergsten, James Spillman, Ed Boldero, Glen Swetez
Digital Matte Painting: Can Y. Sanalan
Pre-Viz Artist: Melanie Tonkin
Telecine: Seamus O'Kane
Shoot Supervision: Rod Norman, Rob Holmes, Melanie Tonkin, Ben Turner
VFX Supervisor: Russell Tickner
Edit: Daniel Budin
Aired: June 2009

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8 comments

judy29's picture
judy29
6 pencils

it's cool...

shahidali's picture
shahidali
4063 pencils

well, the product didn't move me at all, neither the ad.
very cliche!

shahid

A stranger abroad's picture
A stranger abroad
427 pencils

I think the client and agency are kidding themselves that 'Ford kinetic design' means anything to car buyers. It is promoting an internal buzz-word, rather than a benefit or even a truth about the product.

Given that they are on the wrong track with their strategy (just IMO of course), it is a competent execution, but not much more.

Guest's picture
Guest

i liked the cinematography not the ad.....If the point of the ad is just to show the products rather than trying to sell it, then they have achieved it.

Temple's picture
Temple
9914 pencils

I totally agree with A stranger's comment above. "Kinetic desing"? Come on guys. Give us real design and if you cannot, give us price, consumption, or hp.

julian.l's picture
julian.l
56 pencils

i think the execution is great. i do agree that kinetic design is no the right approach but we cannot deny the fact that this ad is pretty well executed.

FiestaAgent's picture
FiestaAgent
9 pencils

It will be interesting to see if they use the "kinetic design" as part of the campaign when the Fiesta is released in the US

Guest's picture
Guest

And guess what?
The design of this car is the worst thing it has!
Nice ad, though.

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