Vans are not sexy. A van maintenance service even less so. But a synchronised van choreography is seductive – even more so when it is underscored by a heartbeat that highlights how the van maintenance service keeps the vehicles running smoothly.

AMV BBDO’s new pan-European campaign for FORD centres draws an analogy between the automaker’s FORDLiive vehicle maintenance service and the human circulatory system. When the red vans arrive on time the heart beats normally. When vans are reduced to a trickle, it slows and stops. But because FORDLiive keeps vans constantly on the road, the heartbeat of the business is soon beating healthier than ever when the vans return. 

FORDLiive marks a step change for fleet customers, introducing a world where vehicle health data can be used to predict and schedule maintenance so that vans don’t break down in the first place, keeping them on the road and working. 

AMV BBDO’s campaign is targeted at businesses that run fleets of vans and will run across YouTube, Facebook and LinkedIn. The social films are supported by personalised digital communications that target fleet managers at different stages of the customer journey. 

Martin Loraine, the film’s writer and creative director of Ford at AMV BBDO, explained, “Ford wanted to communicate the simple, human benefit of FORDLiive and bring to life how constantly moving vans are vital to making businesses thrive.”

Peter Zillig, marketing director, Ford of Europe, added, ‘We think of our vans as vital in the delivery mechanism of any healthy business. We were convinced by the creative as soon as we saw it and further engaged with Nikolai’s vision for the production. This is the start of a completely new phase in our commercial vehicle communications; and we hope our customers enjoy the journey with us.”

The film, directed by Nicolai Fuglsig from MJZ, was tightly choreographed, using toy vans to work out how the synchronised movement should work. The campaign was then shot in Madrid during lockdown in December 2020, filmed entirely by drone or helicopter to create dynamic scenes, with no static shots in the entire film. The music was composed by Mint Royale for the commercial.

Credits:
 
Client: Ford of Europe
Director of Marketing:  Peter Zillig
CV Content & Brand Experience Lead: Richard Beard
CV Brand Content Manager: Steve Fletcher
Director, Commercial Vehicle Aftersales: Owen Gregory

Creative Agency: AMV BBDO
CCO: Alex Grieve
ECDs: Nadja Lossgott & Nicholas Hulley
Creative Director & Writer: Martin Loraine
Planners: David Murray & Stephen Wallace
Account Team: Tom Shattock, Roberto Ghidini, Catherine Stalker, Matt Thomas & Elliot Falconer
Producer: Romila Sanassy
Media agency: GTB/Mindshare

Production company: MJZ
Director: Nicolai Fuglsig
Producer: Tim Wild

Post-production Company: nineteentwenty
Sound: Sam Ashwell @ 750mph

Digital Design Company: RAPP
Digital & Social Art Director: Will Clark
Digital & Social Copywriter: Ryan Albuino