Focus has been a UK best-seller since its launch in the 90s. But overtime it has become symbolic of the Ford brand overall – solid, dependable, but not very exciting.

The arrival of the all-new model gave us the opportunity to challenge that perception.

Talking to the Focus Product Manager we learnt the ‘all-new’ car was exactly that. In his words, ‘It has been changed in every way’. This simple truth became our launch proposition and led to the creative idea.

The Beauty of Change

We adopted the metaphor of the butterfly’s radical metamorphosis to symbolise the transformation of the plain Ford Focus into a thing of beauty and grace.           

The integrated campaign kicked off in April and culminated in a national launch this September across OOH, digital, social and TV. The 60” spot was supported by a product feature led 30”.

Agency: GTB Director: Peter Thwaites CGI: Electric Theatre Client: Ford