Life’s Greatest Adventure
Ford · BBDO Germany · 2020 · Role: Executive Creative Director
Scored the highest ad recall of any spot in its markets and delivered the highest client satisfaction ratings across the global Omnicom network.
How do you make a family SUV feel like an adventure when the wildest place it goes is the school run?
Most SUV ads show a shiny car crossing a jungle river or climbing an active volcano. No Kuga owner is ever doing that. They’re stuck in morning traffic, or dropping the kids at soccer practice in the rain.
So we dropped the off-road fantasy and pointed the car at the biggest, messiest adventure most people ever sign up for: family life.
The idea
A film about the humor, chaos and small wins of being a parent. A hybrid SUV isn’t a toy here, it’s survival gear. The film was the centerpiece of a bigger European repositioning for Ford, moving a traditional brand toward an electrified future.
What I did
Worked with strategy to set Ford’s new direction in Europe, and pitched it to Ford.
It was a sharp turn from their usual messaging, so I ran workshops to get the regional teams on board.
Led the creative teams through ideation, scripts, art direction and production.
Volcanoes are easy. Try getting the kids out the door by eight.
Want to talk about work like this?
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