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Story's Philips Highlights Innovation in Ford Campaign
STORYs Toby Philips has directed a new series of spots for Ford in which the companys chairman, Bill Ford Jr., talks about its commitment to innovation and determination to ?retake the American roadway. The four 30-second spots are the latest in Fords ?American Innovation campaign created by Penn Schoen & Berland and Ogilvy & Mather, Detroit.
In Rebirth, Ford tells how global competition ?calls for a rebirth of Americas innovative spirit and goes on to describe the companys R&D efforts, bold car designs, and innovations like hybrid SUVs. Intertwined with Fords on-camera narrative are shots from the Detroit Auto Show and from a Ford plant. Other spots in the package focus on car safety, environmental issues and design innovation.
Philips shot Bill Ford at Ford headquarters in Detroit. ?My job was to make him feel comfortable in front of the camera, said Philips. ?Although he has appeared in many commercials, most of his dialogue has occurred off camera. He is a very forthright individual and confident in his message, and that comes through clearly on film.
The location shoots made for a busy week for Philips. He had to do his shooting at the Auto Show at night, after it was closed. During the day, he shot at sites across the Detroit area, recording images of cars and other atmospheric materials. For the shoots he did at a Ford plant, Philips worked with real engineers and assembly line workers who required careful direction to look and act naturally on film.
?Scheduling was one of our major challenges, due to Mr. Fords limited availability, our limited access to the Auto Show and the sheer number of shots we had planned, said Philips. ?Fortunately, we were blessed with relatively mild weather and a terrific production crew.
Philips added that he was very pleased with the results and asserted that the honesty and directness of the spots message makes for powerful advertising. ?Its refreshing to see a company take a direct approach and lay out what it is doing to meet the competition head on, he said. ?The intent of these ads is to show a company that is pushing forward with a determined and healthy attitude that is concerned about safety and fuel efficiency, and is committed to providing its customers with a quality product.
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