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Ford: Kinetic
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Crossroads director Nick Lewin in collaboration with Ogilvy London released a new :60 that captures the spirit of Ford's Kinetic Design campaign, which emphasizes sleek designs that are meant to evoke movement even when the vehicles are at a standstill.
The spot features five of Ford's newest European models - the Fiesta, Focus, Mondeo, Kuga and S-MAX - mounted atop dynamic moving platforms that twist, spin and raise the vehicles in front of enormous television monitors displaying moving scenes of a historic European city. When the shot is separated from the context of the studio, it looks as though the cars are zooming along, racing one another through the streets in a thrilling game of one-upmanship. But the vehicles never leave their mounts, having shot the entire spot on stage, and the appearance of dynamic motion as the cars are at rest reinforces the efficacy of Ford's design aesthetic. Creative Commentary ------------------------------------
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