FORD OVERDUBS

Of course WE all know that the new Focus gets 36 MPG, has the 3-time International Engine of the Year, BLIS technology and the SYNC3 entertainment system, but the average person might not. And hoo boy, does jamming all those product facts into an ad become a turn off. Or does it?

Utilizing the evergreen trend of silly overdubs, we created pre-roll ads targeted to the millions of people already searching out this style of content, to give them more of what they want. And turned the incredulity of our product-heavy dialogue into the joke.

Our first forays used Dragon Ball Z and El Alma Herida—a popular Telemundo telenovela. We followed up with two spots using original gaming footage and voice actors from Metal Gear Solid. Tapping into niche interests with vibrant online communities, and being unafraid to dive deep into the minutiae of the subject matter, we created an enormous buzz with tons of organic press, fan responses and social chatter.