Ford uses MTV to promote Bond tie-in

by Arif Durrani, Media Week 20-Oct-08, 15:30

LONDON - Ford of Europe is promoting the appearance of its Ka marque in the upcoming Bond film Quantum of Solace tonight, in MTV's reality series Made. Watch the trailer.

The project, brokered by Ford's media agency Mindshare, incorporates an hour-long TV programme called MTV MADE: Bond Girl Special, which will be broadcast on MTV One this evening.

Edward Sharp, partner at Mindshare Invention, said: "MTV MADE gave Ford the opportunity to really set its own content and ideas to connect with the target audience of young independent females, of the type that would consider the all-new Ford Ka as representative of their attitude and aspirations."

The programme takes a 20-something female member of the public and attempts to turn them into a sassy independent Bond Girl. It will be broadcast in the UK, France, Germany, Italy and Spain, with later transmission dates scheduled for the Nordics, Turkey and Latin America.