The idea is actually quite simple, which we believe is often the most effective approach. We needed the vehicle, it's key attributes, somewhere iconic to shoot, and our credible host to identify what makes this new vehicle a technology story. We chose downtown Detroit, as is symbolic of the Ford brand. Creatively, the story lives in with the host as his role is presenter to a cinema audience, introducing them to a brand they may not recognize as a tech leader.

We planned with the agency over the course of 10 days on vehicle choice, locations, permits, and script. The timeline was very tight. We shot the piece in 4 hours and flew back to NYC and immediately started editing. The piece was done 2 days later.

It was placed in our cinema network, in our preshow program called Front + Center.

Our network is in 93% of USA television DMAs in all 50 States in over 2,000 theaters with just over 14,000 screens. We reach 450M per annum with an average 59% ad recall and 79% purchase intent delivering our Ford client exceptional impact.