To promote electric driving, Ford Switzerland chooses a different route than usual: the brand faces real petrolheads with ambassador Baschi and the Mustang Mach-E GT.
editorial staff
–
February 28, 2023
One central message dominates the market in the automotive industry: the future belongs to electric driving. Skeptics often fall by the wayside with their concerns. That’s why Ford Switzerland chose a different path this time, and invited real petrolheads as critics to talk to Ambassador Baschi, who recently drove an all-electric Mustang Mach-E GT – for an honest discussion with arguments instead of an emotionless enumeration of product advantages.
The discussion between the two different parties was filmed in the Ford Mustang Mach-E GT and forms the central part of the content piece. The petrolheads were allowed to speak freely and didn’t have to mince their words. In the film are in the sense
to hear honest and uncensored opinions. You can also see the petrolheads’ real petrol engines, even though they aren’t Ford models. The end result is more civilized than you’d think, but offers an entertaining slugfest. All three of Baschi’s discussion partners are themselves part of the critical car enthusiast scene in Switzerland. However, these are not defamed as “autoposers” by the media, as is usually the case, but called “petrolheads” in the film – as they call themselves.
Tailored content for Switzerland
With Baschi and the Swiss Petrolheads, Ford Switzerland has also created a format that specifically addresses the local market. Even the beauty shots of the Mustang Mach-E GT were produced directly in Switzerland. The film is available now on 20 Minutes and Ford’s owned channels. The film is promoted using snippets on social media and YouTube.
Responsible at Ford: Dominic Rossier (Manager Communications & Public Affairs); Patricia Dürst (Regional Marketing Coordinator). Responsible at Ogilvy: Gabriel Schuster (Concept, Art Direction), Jehmsei Keo (Concept, Text), Dany Boletas, Konrad Dirksen (Motion Design), Bruce Roberts (Executive Creative Director), Manuel Gölz, Maryna Meier (Consulting), Christine Rainford, Jonathan Schipper ( overall responsibility); responsible for color film: Max Carlo Kohal (director), Jonas Steinbacher (director of photography), Nicolas Bechtel (editor), Simon Hardegger (color grading), Yanik Zollinger, Flo Brunner (producer).