Ford has partnered with footballing legend Eric Cantona to showcase all the benefits of its new all-electric Capri model in a rebellious new campaign.
Devised by creative agency Born Social, the vibrant social-first campaign playfully makes the most of the former France and Manchester United’s star charisma as he elegantly unveils the stylish vehicle.
The creative’s ‘Legend is Back’ strapline plays on Cantona’s own return to British TV screens – although it’s fair to say he’s never really been far away from them – appearing in numerous ads for Kronenbourg’s 1664 beer over the years.
“Rewiring Capri for the electric age is about more than just reinventing a classic. It’s a clear marker for where Ford in Europe is headed – going beyond what’s expected, with iconic electric vehicles that ooze soul and swagger,” Ford marketing director Europe, Pete Zillig said.
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“Marketing this nameplate comes with great responsibility: respect for the legend and ambition for a new era of Capri drivers. With this campaign we’ve gone well beyond our comfort zone, bringing back Capri with a clear statement about what Ford stands for.”
Supported by British holding group WPP, the US brand’s wide-ranging campaign is set to break in 20 markets and has so far generated as many as 200 million in earned reach.
Born Social ECD, Paddy Smith added: “It’s not often you get to resurrect a legend, and even rarer to have the word mischief front and centre of the brief. The campaign is an incredible example of how internet culture works and illustrates the power of true co-creation with influencers of all description and scale.
“It’s been amazing to see so much momentum behind it already, with the multi-platform approach reaching hundreds of millions of eyes ahead of the big reveal. Je suis Capri!”
