New York-based design and animation studio Offspring recently completed an exciting collaboration with agency JWT/Team Detroit to deliver a graphically adventurous campaign introducing American automaker Ford's newly revamped F-150 pickup truck.
In the eight-spot series of dynamic :60s and :30s, Ford's revamped F-150 plows through a succession of nature scenes populated with a seismic graphic backdrop.
"It was an exciting challenge to create a graphically-driven ad that feels grounded in the rugged terrain that appeals to our target audience," noted Offspring Creative Director Adam Levite.
Graphic type elements and graphic visual puns linked to the copy where combined with live action footage of the F-150 Truck. Live action footage of the vehicle was shot in the Mojave Desert by Director Vince Haycock of AVSO to capture the truck's reactions in a natural environment.
The snappy narration of actor/comedian Denis Leary added an additional unique element to the spots. Leary delivers his signature deadpan rant in the voice-over while the graphics punctuate his words.
"It was tricky getting the voice-over to flow with the graphics while not overwhelming the viewer," said Haycock and Levite. "What we achieved is engaging and fun, while maintaining the 'Ford Tough' messaging that is so central to our client's identity."
Each spot shares the key collective theme of highlighting the F-150's new features while paying homage to the enduring characteristics that have long made the line attractive for both work and recreation. The first three spots, which debuted Nov. 2 on Fox and CBS, blended these core messages of familiarity and innovation.
The anthem spot, WAY OF LIFE, presents an overview of the new pickup, drawing a balance between the appeal of new technology and the practical pride of owning a pickup as a tool for livelihood. The spot smoothly merges the classic F-150 virtues of towing capacity, fuller interior, strength and payload with the technological upgrades of Internet connections, improved fuel efficiency, and trailer stability and advanced cargo load systems that set the new truck apart from its ancestors and competitors.
The second spot, LITTLE CONTROL, takes a more focused look at the truck's innovative trailer stability system. Here, a humorous narrative is fused with the rapidly shifting lyrical backdrop to highlight this new feature while reinforcing the truck's appeal as a formidable everyday workhorse.
"When you're working with inspired agency creatives and high-profile clients and talent such as Ford and Denis Leary, there is a tremendous pressure to produce work that is worthy of their standards and reputations," said Offspring Executive Producer Joanne Fillie. "I'm really proud of our studio for producing exceptional spots within a short timeline."
Credits:
Client: FordCampaign: Ford F-150 "Rant"Spot Title: WAY OF LIFE (:60), CRAZY SMART (:30), LITTLE CONTROL (:30)Air Date: November 2008
Agency: Team DetroitADs: Paul Kirner, Brad HensenCD: Toby BarlowProducer: Craig Mungons
Design & Animation Company: OffspringDirector: Vince Haycock (of AVSO)DP: Neil ShapiroCD: Adam LeviteADs: Wes Richardson, Gerald SotoEP: Joanna FillieProducer: Amy Kindred
Editorial: OffspringEditor: Cassidy GearhartEditor: Tina Mintus (of Version2)
Telecine: Company 3Colorists: Dave Hussey, Rob Sciarratta
VO Talent: Denis Leary
Music: Sacred Noise
Shoot Location: Mojave Desert, California, USA
