Y&R gives Ford Puma Hollywood-style push

by Emma Hall,, Campaign 20-Jun-97

Young and Rubicam has scored a double triumph with Ford this week as the agency unveils its new dollars 30 million Puma campaign, at the same time as securing the dollars 30 million launch of the Ford Lincoln.

Both pan-European launch assignments were won in head-to-head pitches against Ogilvy and Mather, Ford's main UK agency.

For the Puma commercial, Y&R has put Steve McQueen behind the wheel of Ford's new sports coupe. The ad borrows scenes from Bullitt, McQueen's most famous movie.

In the original film, the Hollywood star drove a Ford Mustang, but in the commercial, technical wizardry has been used to substitute the Puma for the 60s model.

Y&R obtained permission from the star's estate (he died in 1980) to feature him in the spot, as well as securing the consent of Warner Brothers, the owner of the movie, to use footage from Bullitt.

Peter Townsend, the marketing communications manager for Ford of Europe, said: 'Steve McQueen represents the Puma's character - the exhilarating drive, the true style, the daring personality.'

McQueen is seen steering the Puma through San Francisco to the film's original 60s soundtrack. He drives quickly, but smoothly and precisely, to his destination, while passers-by cast admiring glances towards the car.

The ad, which was written by Leighton Ballet and art directed by Lee Goulding, breaks in the UK on Friday and rolls out across Europe in September.

It was directed by Paul Street of Streetlight Films. Media strategy is by Young and Rubicam, with buying through the Network.

The luxury Lincoln model's launch coincides with reports that Ford is preparing to withdraw the Probe.

Y&R, which also launched the Ford Galaxy two years ago, shares the Ford account with Ogilvy and Mather across Europe, and with J. Walter Thompson in the US.

In Germany and Brazil, Y&R is the car manufacturer's sole agency.

The car was built in the US to match higher European standards of handling and suspension, will be launched across the continent, probably in early 1999.