More with The Ford Standard

Intense competition in the motor industry has led some manufacturers to focus on pricing and value. For consumers faced with tough choices, it's important that Ford differentiates what its range offers as standard – and not just the features that other manufacturers regard as optional extras. In short, much more is included as standard.

Crucially, it's the design, innovation and desirability of Ford vehicles that set them apart. So, Ford needed to reassert its position in the market by creating a benchmark for quality and value – The Ford Standard – by which other manufacturers would be judged.

The Ford Standard case study on Wunderman's website highlights how what was originally envisaged as a brand positioning campaign has actually delivered customer acquisitions, boosted website visits and created some of the highest ever email opening rates. Proving that The Ford Standard, as it turns out, is anything but 'standard' in terms of DM performance.

Having fun with Clay

Land Rover's first global, animated TV campaign for Freelander 2 hit the TV screens to coincide with the car's launch in Italy earlier this week. It's literally shaping its star driver ‘Clay Mason’.

In the 30-second TV commercial, Clay drives the new Freelander 2 over some of the most varied terrains known to the world of animation. Demonstrating the vehicle’s all-round versatility, Clay and his trusty steed journey through town, country and forest, over mountains, through snow and much more inside 30 seconds. He even tows a yacht at one point.

Clay's global TV debut starting in Italy will roll out to other markets over the next four to five months. Catching up at the end of his hectic, non-stop, five-week schedule, Clay takes us behind the scenes of this epic animation in a ‘documentary’ set for online release at the same time as the TV ad.

Be sure to check out and subscribe to the Land Rover UK YouTube channel where Clay talks candidly about past roles, including his time as a cloud and a dog biscuit, and recounts what it was like to be given the driving seat in this first animated advertisement from the world’s leading all-terrain brand.

In this film, ‘Clay’ describes the challenges of filming in the world’s toughest terrains and the benefits of being made of Plasticine: “The thing is, if something did happen to me, I could be moulded back.”

Created by Land Rover’s incumbent global advertising agency, RKCR/Y&R and Wunderman, the chosen concepts for TV, print and digital required a high level of attention to detail and precision. This gave the finished work a truly authentic, premium and intelligently witty feel – as befits the Land Rover brand.