New spot from JWT Sao Paolo packed with gladiatorial strength
JWT Sao Paolo has created a new campaign for Ford Cargo 2429 truck with a creative that emphasizes its endurance and robust strength. Central to the campaign is Ogres, a TV spot with a humorously whimsical narrative.
In the film by JWT Sao Paolo and production company Hungryman, Cargo 2429 is behind a slow truck going uphill. As it prepares to overtake it, the film shows the inside of the engine that resembles a galley ship from an epic gladiatorial movie like Ben-Hur. The well-muscled strongmen power the truck as the commercial cuts to an external shot of the truck. Without the Cargo’s fuel efficiency and torque, the other, slower truck is left behind.
With the tagline "Strength that puts you ahead", the campaign also includes print and digital ads that highlight the strength of this road-going semitrailer and its new engine in compliance with the Proconve P7 legislation (equivalent to the European norm Euro 5), program that reduces emissions from diesel vehicles as of January 2012.
“This is JWT's most grandiose truck campaign ever. The film emphasizes the good power/weight ratio offered by Ford Cargo 2429. At the same time, it emphasizes the importance of Euro 5, which leads to more economical vehicles and, in the case of our truck, stronger, more resistant and robust engines", says Fábio Brandão, Creative Director for JWT.
With the presence of 48 extras, the film was shot in the old Santos-São Paulo road, and was directed by Carlão Busato of Hungryman.
Client: Ford Caminhões
Product: Cargo 2429
Agency: JWT, Sao Paolo
Executive Creative Director: Roberto Fernandez and Ricardo John
Art Director: Fabio Guimarães
Copywriter: Rafael Freire and Fabio Maca
Creative Director: Fabio Brandão
Planning: Fernand Alphen, Newton Nagumo e Leandro Thot