winning.work

Client:

Northwest Ford Dealers Advertising Association

Agency (including in-house):

GTB

Description: A brief description of this work and the creative idea:

The Pacific Northwest is filled with beautiful — and sometimes ominous — scenery. A few freaky sound effects highlight this situation in a radio spot from GTB for the Northwest Ford Dealers Advertising Association. This spot for the F-150 uses distinct audio cues to let listeners know they can easily escape to civilization with “The Key to Survival” — their Ford truck.

The Brief: What were the main challenges? What were the key objectives? :

The main challenge was how to give a distinctly Northwest flavor to automotive ads designed not only to enhance the Ford image regionally, but to drive traffic to dealers. Secondarily, because of the unique TV concepts in this campaign, a similar feeling radio spot was needed that could play to the strengths of the audio medium.

Solution + Results: How did you solve the brief? What were the top three results?:

The brief was solved by leveraging Pacific Northwest nature sounds, and using Ford's lineup of 4WD vehicles, to demonstrate that they have the capability off-road to help people throughout the Pacific Northwest get anywhere, even under adverse conditions. This spot, as part of a larger campaign, garnered increased dealer traffic, increased sales of the three vehicle models featured, and won industry acclaim from "Ad Age" magazine.

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

The client region includes Washington, Oregon, Montana and Alaska where camping, hiking and other outdoor activities are year-round pursuits.

AI Usage: Was any AI used in this project?:

Trigger Warning:

Chief Creative Officer:

Creative Director:

Senior Copywriter:

Account Director: