The campaign, created by Wieden+Kennedy from Buenos Aires, shows a family adapting to the spaces with the car
Ford has started the campaign to launch the Territory, the automaker’s new SUV, which aims to show the vehicle as a space of refuge and privacy for people who have a busy life and value moments of tranquility.
The piece, created by Wieden+Kennedy from Buenos Aires, presents everyday scenes of a mother who tries to balance personal care, work and dedication to family. Throughout the plot, the character adapts to the space of the other members of the house.
“We start from a truth experienced by many people: routines that multiply, less time, children, partner, work, and how this dynamic ends up depriving people of their space. We are very happy to have created a campaign that gives a new meaning to something so important these days”, explained Otavio Schiavon, creative director of the Wieden+Kennedy So Paulo Group.
The communication, which is being broadcast in South America, was filmed by Maureen Hufnagel, produced by Landia and has a media strategy that includes TV, radio, digital, social networks, internal media, external media and cinema in some markets.
“The challenge was to present one of the main characteristics of the totally New Territory, its superior interior space in the category, under the eyes of consumers, showing how this attribute is actually perceived as a benefit that people value, especially given their busy routines and full of activities. “, stated Marcel Bueno, Marketing Director at Ford South America.
