GTB Melbourne Tells 4×4 Diehards To ‘Love Every Minute’ In New Ford Campaign

GTB Melbourne Tells 4×4 Diehards To ‘Love Every Minute’ In New Ford Campaign
SHARE
THIS



GTB Melbourne has launched a new campaign to prove to 4×4 diehards that the Ford Everest is a seriously capable vehicle deserving of its title as Drive’s 4WD of the Year.

The ‘Love Every Minute’ campaign was shot across a number of inhospitable locations around Alice Springs, and launches with cinema and TV directed by Revolver’s Bruce Hunt. The TV and cinema is supported by outdoor, online and social, along with a media domination at major airports.

Ford Everest campaign (GBT Melbourne) [2]

GTB executive creative director Jon-Paul Jacques said the campaign had two goals: “connect to 4×4 diehards by showing them moments of 4×4 hardship they’ll identify with, and demonstrate the Everest is more than capable of getting you out of these horrible situations”.

Jacques said the Ford research showed that 4X4 diehards are serious guys.

“They told us their most memorable off-road stories, and they were pretty hardcore,” he said.

“Surprisingly, it was the harshest, most intense and unpleasant experiences that they looked back on most fondly. Thus, ‘Love Every Minute’ was born.”

GTB head of strategy Anuj Mehra said the research confirmed that the worst of times are really the best of times for 4×4 diehards.

“Some of the most memorable comments from our research included: ‘You do get bogged, but I live for the mud, getting out of tough situations’; ‘Took on too much for my skill set and slid down a 45-degree angle. That’s the fun though, I can’t believe I made that’; and ‘You realise how stupid you were, but you don’t care after it’s done’,” he said.

“We decided to celebrate this contradiction.”

Daniella Winter, general manager of marketing at Ford, said: “This integrated campaign shows real 4X4ers in the grittiest, most challenging Aussie conditions.

“We believe this honest approach will not only get noticed, but prove the Everest is a serious player in a crowded market. We’re really excited by what this means for the brand.”

CREDITS

Client: Ford Motor Company

General manager of marketing – Daniella Winter

Marketing strategy and communications manager – Tony Jordan

Marketing communications manager – David Noonan

Marketing analyst – Lara Miller

 

Production agency: Revolver

Director – Bruce Hunt

Producer – Catherine Jarman

DOP – Ross Emery

Editor – Drew Thompson

 

Agency: GTB Melbourne

Executive creative director – Jon-Paul Jacques

Copywriter – Stephen Sheldon

Art director – John Pantzopoulos

Agency producer – Sandi Gracin

Head of strategy – Anuj Mehra

Senior account director – Rachel Legge

Senior account manager – Blade Griffiths

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]