Ford has revisited original ads for its Capri model and updated them for a campaign highlighting the electric version of the car.
“Mischief rewired”, created by Wieden & Kennedy London, centres on three, stylish, 30-second spots directed by Fredrik Bond through MJZ, with Rodrigo Prieto as director of photography. Georgina Brisby and Marcelo Duarte were the creatives. Curro de la Villa, David Colman and Alex Sattlecker were creative directors.
In one ad, panthers stalk the car as it drives through the desert. In another, bolts of lightning chase the vehicle as it travels along a mountainous road. The third shows a retro chase scene, as skiers pursue the striking yellow car. All end with the tagline: “The legend is back.”
The films play on the glamour of the classic Capri car using vintage footage, then in a modern twist show the old vehicle transform into the all-new electric model.
Pete Zillig, director of marketing, Ford in Europe, said: “When you say ‘The legend is back’ you need to be all in. What better way to do that than use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
The three films are live throughout Europe across cinema, TV, video on demand and social, as well as a range of digital out of home, out of home and print assets.
Colman said: “The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them.
“With Fredrik Bond directing, we dialed up the drama with lightning storms, a pack of panthers, and even a James Bond-style ski chase. The challenge was where on earth we might be able to shoot three extremely different landscapes in one week. Luckily, Chile answered our production prayers.”