THE NEED FOR CHANGE

The Ford Focus had become middle-of-the-road. It was seen as safe and predictable, and therefore no longer attracting new customers. The target audience’s requirements had changed too. C-Segment drivers were wanting a practical car with more personality and spirit. An alternative to the socially acceptable default Golf.

Ford’s response to this was to design a totally new Focus and required the TV launch campaign to drive reappraisal of both the model and the brand.

THE BEAUTY OF CHANGE

The Focus Product Manager revealed, 'It has changed in every way'. These words were the spark for a campaign using the metaphor of the butterfly’s metamorphosis to celebrate the vehicle’s transformation as well as the abstract value of change: how, if one is open to change, the outcome can be beautiful and exciting.

The butterfly is a symbol of change. In this film, we adopted the metaphor of the butterfly’s radical metamorphosis to dramatize the transformation of the totally new Ford Focus. A celebration of the abstract value of change.

The film begins with a single mechanical butterfly emerging from its protective casing. Its body is made up of automotive components and its wings are covered in blue metallic paint. When it takes to the air it’s joined by thousands of others whose wings & bodies are also made of different design features and components of the new Focus. We see them flying across UK towns, cities and countryside before coming together and transforming into the All-New Ford Focus. At this point the following titles & Logo lock up appear: THE BEAUTY OF CHANGE. ALL-NEW FOCUS. FORD. TOGETHER WE GO FURTHER