Client: Ford
Target market: Generation AA
Title: Working Commuter
Actor Gender/Age: Adult male. Salty, looks old enough to be successful, but young enough to have vitality. Handsome, successful Young Dad on the way up vibe. The narrator shouldn’t be the Young Dad, but like one of his friends admiring him.
Description: 60-second spot, but needs to grab them in the first 5 seconds to avoid to skip hacks.
Direction notes: Young Dad is smiling, upbeat and enthusiastic, but relaxed. We’re looking at him through the driver’s side window of his new Ford Bronco Nirvana. The glass is crystal clear, but we can see the orange glow of the sunrise reflecting from it. Young Dad is ON FIRE and loving it.
VOICEOVER: It’s a scary world outside, but winners aren’t afraid. They aren’t stupid either.
ACTION: [The camera pulls back from Young Dad driving the Nirvana out of his enclave, waving to the gateguards as he pulls away. Underneath their helmets we can see the gateguards admiring the Nirvana as they wave back.]
VOICEOVER: When you have to leave your castle for that important client meeting, make sure your ride can get you there and back.
ACTION: [Young Dad drives the Nirvana off the smooth roads surrounding his enclave and onto a pockmarked road. This should be the worst of the worst, like the road into Detroit, grooves and potholes so bad the old yellow paint lines can barely be seen. The dried out dirt that the road runs through threatens to swallow it as Young Dad speedsalong without so much as spilling his coffee.]
VOICEOVER: With its new smart suspension the roads into the city won’t stop you. They won’t even give you a bumpy ride.
ACTION: [Against the orange burning of the sun, Young Dad speaks to the Nirvana‘s central computer. Through the glass we can see him mouth the words, “Office,” and the central console lights up with a map of his commute. As the Nirvana continues its smooth ride down the crumbling highway, Young Dad pulls on a sleep mask.]
VOICEOVER: With that smooth ride you can even catch a few extra winks on your way into the office by trusting Ford’s next generation auto-pilot.
ACTION: [With Young Dad napping safely behind the wheel, we see up ahead a group of nomads hiding behind berms that flank the road. Bob DO NOT pull in actual nomads for this shot. We don’t want grandmas living out of their RVs. We need some Mad Max level cannibals and ex-cons. Killers in wait for the unworried Young Dad cruising down the road. They’re big, mean and dressed in leather and about to slide out a row of road spikes. Think of that narco-tribe that butchered the bus of tourists down in Coahuila last week.
As the nomads slather over their next kill the Nirvana rolls right over the spikes without a blip.]
VOICEOVER: You won’t even need to watch the roads to make sure you get there safely. With the Nirvana‘spuncture proof tires and perimeter defense system, the Bronco will push past any non-essential threat.
ACTION: [With the Nirvana rolling down the road, the nomads howl in frustration while the sleeping Young Dad speeds past another commuter, driving something wimpy and small, like one of the new Sun Beetles, its solar panels caked in dust from the road. The viewer sees the driver of the Sun watch in jealousy as the Nirvana speeds by, this look turning to horror as he sees that the nomads have spotted him. He should have his mobile out, calling for roadside assistance, but now he’s saying his last words as the nomads head his way.
[Down the road, we see a city, clean and resplendent, one of its tall towers surely the Young Dad’s destination.]
VOICEOVER: Survive your commute in comfort. In style. In the new Ford Bronco Nirvava.
See the author’s published work here.
Related Posts
The American: Trouble with Kidnapping (pt. 3) Next Post:
The American: The Trouble with Kidnapping (pt. 4)
Another great & quick read. Social commentary without the preach.