The Beauty of Change
The Ford Focus. It’s been a UK best-seller since its launch back in the 90s. And a loyal fan base of drivers just keep coming back to it – every time a new model comes out.
However, not everyone loves Focus. In fact, some people see the car as a symbol of how they view the Ford brand: solid, dependable, but not always very exciting.
With that in mind, the arrival of the All-New Focus was good news. Because it provided us with two great opportunities. Not only were we going to challenge peoples’ view of the Focus. We set out to improve their perceptions of the Ford brand as a whole.
This isn’t a straightforward product update or facelift. The All-New Focus has been transformed in every way.
That’s why we based the campaign launch proposition on a simple, single, truth: ‘everything has changed’.
The essence of our idea was to show that change is good. That something you know (or think you know) can become even better and more beautiful. Like the transformation of a humble caterpillar into a spectacular looking butterfly.
This proved the perfect metaphor to symbolise the radical appearance of the All-New Focus.
An integrated campaign kicked off in April, 2018 and culminated in a national launch in September, across TV, OOH, digital and social.
In the 60” TV spot we see thousands of beautiful, CGI, mechanical butterflies made from individual components of the All-New Focus. The butterflies travel across Britain and come together to form the new vehicle.
A 30” TV spot followed, revealing the car’s redesigned interior whilst demonstrating all the latest tech, again raising the bar in terms of what people should now expect from a Ford.