GTB Melbourne Tells 4×4 Diehards To ‘Love Every Minute’ In New Ford Campaign
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]](https://www.bandt.com.au/information/uploads/2017/04/Ford-Everest-campaign-GBT-Melbourne-2-750x500.jpg)
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
Please login with linkedin to comment
Ford Everest GBT Melbourne Public Relations Institute of AustraliaLatest News
Kmart Launches AR And AI Powered Shopping Experience For August Living Campaign
Kmart Australia has launched its 2020 August Living campaign with an Australian-developed, industry leading innovation believed to be the first of its kind – the KBot. The KBot uses Augmented Reality (AR) technology produced by VALIS to help Kmart customers see how the new hero products from the August Living range would look in their own environment, […]
Whitehat Agency Signs Layne Beachley & Coogee Bay Hotel
Surry-hills based digital marketing agency, Whitehat Agency, has announced two new client wins, welcoming Layne Beachley to the fold as she launches her new self-empowerment platform, Awake Academy, as well as the iconic Coogee Bay Hotel. Layne selected Whitehat to bring her online platform to life, with Whitehat providing a full suite of services from brand development, website […]
Special Group And Uber Eats Take ‘Tonight I’ll Be Eating’ Platform To US & Canada
As a bit of a laugh, who'd like to see Hannibal Lecter star in an Uber Eat's ‘Tonight I’ll Be Eating’ advertisement?
Estée Lauder Set To Be The First Brand To Shoot An Ad On The International Space Station
Forget colonising other planets or the search for life among the stars, space program now reduced to flogging eye serum.
“Offensive & Revolting!” Makeup Company Slammed For Naming A Blush After Anne Frank
In further proof more people need to raise their hands during marketing meetings comes a blush named after Anne Frank.
Five By Five Launches ‘The Film 2020 Deserves’
If this truly was "the film 2020 deserves" it would star Hulk Hogan, music by some K pop band and run for nine hours.
[INVNT GROUP] APAC Boosts Through The Line Offering With Three Hires And New Sydney Office
[INVNT GROUP], THE GLOBAL BRANDSTORY PROJECT today announced the appointment of Ee Chuan Fong to the role of Creative Director for branded content studio and content marketing agency HEVĒ in APAC, Colin Burling Blake as Director of Strategic Accounts, [INVNT GROUP] APAC, and Tim Prosser as Senior Graphic Designer for global live brand storytelling agency, […]
“I Take Responsibility”: Ellen Apologises For Toxic Workplace Allegations Debacle
One of the many advantages of a toxic workplace environment is at least there's lots to bitch about come Friday drinks.
Monday TV Wrap: The Block Clocks A High Score For Nine, While AFL Hits A Sweet Spot For Seven
The ABC's Q&A is no longer the only TV show to scream obscenities at on Monday evenings now the AFL's returned to Seven.
Get To Know Your WIM Judges: Milk & Honey PR’s Maggie Gaston: “Leading With Values Can Address Industry Challenges”
There’s something quite ironical, dare we say ‘sweet’, about a company called ‘Milk & Honey PR’ being B-Corporation certified. Or, perhaps it’s just B&T’s penchant for puns. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who have achieved success in their professional arenas, celebrating their invaluable […]
Retailer Mocked For Selling Curtains That Look Like A Pack Of Cigarettes
Here's one of those dumb stories that B&T runs occasionally. And by the end you'll say, "You're right, that was dumb."
CRE8IVE Enhances Digital Offering With Appointment Of Two Senior Digital Experts
Integrated creative and communication agency, CRE8IVE has bolstered its digital capabilities with the appointment of innovative digital experts, Andrew Mackay (feature image) and Vishal Sahody. Andrew will now head up the CRE8IVE Digital division, as Digital Director, and brings over a decade of experience in traditional and digital marketing strategy and program management, project management, […]
Harris Farm Markets Appoints Neon Black As Lead PR Agency
One need only see all that uneaten produce festering in the fridge to know how much money B&T wastes at Harris Farm.
Georgia Woodburne Takes New APAC Role At Inskin
Digital display advertising provider Inskin has announced that Georgia Woodburne will be taking up the role of General Manager in the APAC region. She will be managing the commercial, operations and design teams across APAC and play a key role in the decision-making process for the region going forward. The news corresponds with a surge […]
Chaser Stunt Takes The Piss Out Of The Star Casino Covid Safety
Surely, trying to gain entry to Sydney's Star Casino is a sign that you're intoxicated & the night has plumbed new lows.
Cinema Celebrates Biggest Week In Admissions Since First Lockdown Ended
Cinema numbers confirm people are sick of being slumped in front of Netflix and would rather be slumped at the movies.
AANA Updates Code of Ethics (& Is It The End For The ‘Dumb Blonde’ & ‘Incompetent Dad’?)
AANA updates its code of ethics, yet no mention about eating Coon cheese or making sheep-shagging jokes to Kiwis.
MediaSmiths Snares Ex-Carat Investment Director Corey Eyre
Independent media agency MediaSmiths today announced the appointment of senior media industry executive and former Carat investment director, Corey Eyre, as senior account planner. In his role, Eyre will be involved across a number of the agency’s key clients as well as taking the lead for end-to-end planning, buying and execution of their campaigns. He […]
Barilla Pasta Celebrates The Humble Table In New Global Campaign Via Publicis Italy
You can almost smell the tomatoes emanating from this pasta ad. Or, can you merely smell B&T making up more bullshit?
Ikon Appoints Veridooh To Track & Measure OOH Campaigns
Ikon has said "we do" to Veridooh for its outdoor measurement. Which is clearly a "we don't" to anyone else who pitched.
DDB Snares TBWA’s Mike Napolitano For Melbourne MD Role
Mike Napolitano has confirmed his favourite flavours in descending order - strawberry, vanilla and, lastly, chocolate.
Stop Paying The Negativity Tax: Ad Adjacency Matters More Than Ever Post-COVID
There’s plenty of bad news in the world right now. In this opinion piece, Pinterest CMO Andréa Mallard reminds advertisers of the power of positivity. More nights last spring than I’d like to admit, I found myself ‘doom-scrolling’: Mindlessly thumbing through my feeds full of scary statistics, grim updates and fear-inducing ads. It was exhausting—and […]
Nike Profiles Local Melbourne Youth Soccer Club In New Film Series
Often think B&T gives WAY too much space to Nike commercials? Confirm it as given fact with this new local Aussie spot.
Woolworths’ Cartology Brings New Digital Screens To Dan Murphy’s Stores
It's not like you needed it, but with new digital signage there's now even more reason to visit your local Dan Murphy's.
TikTok Launches First Local Brand Campaign Via Akcelo
TikTok isn't just for eight-year-old girls obsessed by pink unicorns says the brand's first-ever Australian campaign.
Apple Exposes Snooping Apps In Latest iPhone Update
Privacy continues to be the buzzword for the big tech giants. For the rest of us it's pandemic, pangolin and face-mask.
Toluna Snares Sej Patel As New Head Of Business For Australia And New Zealand
Customer intelligence platform Toluna has appointed consumer intelligence veteran Sej Patel to the role of Head of Business for Australia and New Zealand. With over 20 years’ experience in consumer intelligence and data analytics, Patel will be responsible for continuing to drive Toluna’s rapid growth across both Australia and New Zealand. Having kickstarted his career in the […]
GroupM Agencies Partner With Adgile Media To Deliver Real-Time TV Measurement
GroupM take delivery of real-time TV measurement capabilities. But not before first scrunching the bubble-wrap covering.
Juliette Taylor Joins creativeXpeople
CeativeXpeople kinda sounds like a hip-hop troupe that didn't make it past round one of a TV talent show, but it's not.
Journalist Files Harassment Complaint Against YouTuber Friendlyjordies
It's a fine line between a prank & trip to the local magistrates court. As YouTuber Jordan Shanks is about to discover.
