When we received a call from St. Louis' Content 180, we were thrilled to learn that we would be working with Advertising Icon, Bob Lachky, veteran Creative Director for Anheuser-Busch and the genius behind the Budweiser Frogs, Louie the Lizard, Wassup!, and Real Men of Genius. So we hopped on a plane an headed down to St. Louis for our brief.
FordOwner.com had sat as a discarded landing page for quite some time. Bob and his team were looking to breathe new life into the site, transforming it into a digital owners manual, with video for every feature and function of all Ford's vehicles, and a forum for Ford owners to connect and share tips and tricks.
To get the Ford executives to sign off on this lofty redesign, they needed a video that would tug at the heartstrings of everyone in the room. They wanted the executives, most of whom were Ford owners, to realize the legacy and pride inherent in owning a Ford.
We found a speech written by Henry Ford, intoning his original mission statement in building the world's first car. For him, it was about freedom, family, love of country, and the blessing of God's great open spaces.
We took this mission and followed it forward through time, imagining the countless moments, generation through generation, that couldn't have existed without those ideals. We decided to explore the timeless, human moments throughout 3 generations that would echo the founder's words, and strike a chord in the hearts of Ford owners everywhere.
Ryan Smale resurrected Henry Ford's spirit through his tremendous vocal performance, placed against striking footage of the man who started it all. St. Louis provided a timeless backdrop in which our stunning vintage Fords could pull us back to foregone eras. And the naturalistic, nuanced actors, shot by Christiano Covino using the RED Epic-X and the finest lenses available, pulled us into the fleeting moments that truly make life worth living.
The pitch was a success. The Ford executives were literally brought to tears, and Content 180 won the business, going on to transform FordOwner.com into an interactive hub for Ford owners everywhere.
Directed by • Christiano Covino
Cinematography by • Christiano Covino
Production Manager • Nick Lane
Assistant Director • Ryan Smale