When Ford Europe came to Ogilvy with its range of new technologies and to share its European ambition to create an understanding that Ford's technologies can make a huge impact on our daily lives, lights went on inside the heads of the Ogilvy Parisians-- or, in this case, "Pinball" lights. Based on a real and sometimes all too obvious cultural insight, the Parisians can be the worst when it comes to parking their car on the city street. It's a real challenge to find a parking space, so when the Parisian driver spies a space, they'll do anything they can to fit into the space! And everyone watches the person parking - -sometimes in astonishment that the driver actually will make the car fit into the space (that's at least a metre too short) or in pain and agony if you're the car owner of either the car in front or derriere the available small space, where you just know you're going to get your own parked car's fender smashed! And, funny enough, there's no remorse what- so-ever from the bad parker. "It's the perfect cultural insight of how Ford's technology can really impact your daily life-- almost kill a cultural trend", said Fred Levron Executive Director, Head of Digital & Brand Content at Ogilvy & Mather Paris. "Ford has always been a democratizer of technologies, ensuring the best for all.” Said Chris Garbutt, Executive Creative Director, Ogilvy & Mather Paris, "Often, the best ideas are born out of life's insights. And the more relevant the tension or need is, the better. That's why Pinball Park works so well for me; because, if you've ever been to Paris, you'll know how true the parking issue is... And this is where brands can play a useful role in peoples’ lives—by solving a real need. When my brilliant creative team came up with the idea, it was so obvious to me that it was a perfect way to demonstrate Ford’s Active Park Assist Technology, in an engaging memorable way. And, hopefully, everybody will have as much fun watching the film as we had making it!"
Client : Ford Product : Ford Active Park Assist Title : Pinball Park Format : Digital Executive Creative Director : Chris Garbutt Executive Director, Head Digital & Brand Content : Fred Levron Creative Director : Thierry Chiumino Copywriter : Benjamin Dessagne Art Director : Stephane Santana Illustrator : Jeremy Bouchet / Kevin O’Connor TV producer : Antoine Bagot Strategic Planner : Hadi Zabad Client Supervisor : Natalie Heckel Account Director : Amrita Bourdon Account Director : Fabio Ruffet Account Manager : Xavier Delaporte Production Company : Moonwalk Director : Clément Beauvais Post production Company : Nightshift Music : Appolo Sound : Nightshift / O’Bahamas Client Ford Europe Manager, Brand Communications Strategies Ford Europe : Usha Raghavachari Manager, Creative Services Ford Europe : Christine Blisset Marketing Director Ford France : Bruno Charvet Communication & Marketing Services Manager Ford France : Fabrice Giacoletti Date of release : April 16, 2012