How do you launch a sophisticated but bare-knuckled sports compact street brawler into a hotly contested car segment in a way that captures the energy and enthusiasm of a rabid fan base?
If you’re Ford, have the fans themselves capture the footage for the world’s first spectator-generated TV commercial.
Los Angeles-based Recommended Media director Vic Huber turns the streets of Key West into a white-knuckle car driving event for Ford in the new :30/:60 “Coast 2 Coast,” in conjunction with its Team Detroit agency partner.
For the event, the production team coordinated a midnight shutdown of the streets of Key West, Florida. X Games Rally Gold Medalist Tanner Foust and professional stunt driver Greg Tracy piloted two 2013 Ford Focus STs, tearing up the streets of the Florida Keys to produce a commercial comprised of actual spectator footage. Hundreds of videos were submitted via a specially-designed Ford microsite to create this unique advertising experience.
The driving event between Foust and Tracy drew a crowd of thousands on the narrow streets of Key West, providing a wide range of vantage points to capture the unique event. Huber worked closely with his production team to rally the crowd to capture their own cell phone footage and strategically spread out the crowd along the 1.25 mile route. This placement along with strategic lighting set the stage for the highest quality user-generated footage possible.
“We wanted to make sure that we took every measure possible to ensure that we would have the coverage that would be able to tell the story in the right way,” said Huber. “We were lucky to have so much cooperation from the city of Key West and the film commission—it was a great place to shoot.”
“Coast 2 Coast” opens with a helicopter view of Key West at 12:53 a.m. with the superimposed text, “Recently, we introduced the 252 hp Focus ST by driving head-to-head through the narrow streets of Key West.” The commercial cuts to shots of a late night crow anxiously gathered along the city streets as the super continues, “But we didn’t film it. You did.” The commercial cuts between user-generated cell phone footage of the impromptu event as the excitement culminates with the dramatic arrival of both Ford Focus STs pulling to a halt at the finish. The spot closes with a shot of the two vehicles surrounded by cheering spectators and the super, “The all-new 252hp Ford Focus ST. See more of the first ever spectator-filmed commercial at ford.com/focusST.”
Airdate: Currently airing
US Marketing Communications Manager, Ford Cars: Lee Jelenic
Title: “Coast 2 Coast” :30/:60
Agency: Team Detroit
Agency Producer: Mike Olk
ACD, Art Director: Adam Hull
Copywriter: Dan O’Connor
Account Director: Brett Collins
Assistant Account Executive: Keith Marsh
Senior Account Executive: Amanda French
Business Manager: Samer Ajluni
Talent Supervisor: Denise Paquette
Production Company: Recommended Media, L.A.
Director: Vic Huber
Partner/EP: Jeff Rohrer
Partner/EP Stephen Dickstein
Partner/EP: Phillip Detchmendy
Producer: Greg Haggart
DP: Mitchell Amundsen
Editor: Dan Aronin
Editor Assistant: Doug Scott
Executive Producer: Crissy DeSimone
Editorial Producer: Leslie Tabor
Conform/VFX: Verdi Sevenhuysen
Mix/Sound Design: 740 Sound Design
Mixer: Rommel Molina
Colorist: Siggy Ferstl