I don't think I've seen....or heard of something like this before. As others have mentioned, I don't know how really believable it is, but it is still is a pretty unique thought.
Ford is promoting the new Focus by...actually destroying one. Ford and Ogilvy have come together and hired two composers to tear apart a Ford Focus and then build 31 musical instruments out of the parts. "The new Ford Focus. Beautifully arranged" is the new tagline.
From the Advertising Age article, "The five-door hatchback was hot off the line when film composer Craig Richey and New York sound designer Bill Milbrodt ripped it apart to create things like a Transmission Case Cello-Dulcimer, Rear Suspension Spike Fiddle and, cheekily, a Fender Bass."
"Ode to a Ford" is the composition title. It is definitely not the usual car commercial but at the same time I'm not sure if this quality-being able to make musical instruments out of your car, even if it does sound beautiful- is something that people will really buy. It will grab the attention of the viewers out of surprise and doubt possibly, but I in the long run I don't know how much of an effect it will have on actual purchases of this particular vehicle.
The spot is pretty long, and a little repetitive, but still is impressive. Either way, I'd like to see how this campaign turns out.
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