Ford has used classic ads to launch the Ford Capri as an electric vehicle.
Devised by creative agency Wieden+Kennedy London, the ‘Mischief Rewired’ campaign is made up of three spots. Each features a classic Capri transforming into the modern-day electric vehicle.
In one spot the car is chased by bolts of lightning and a second treatment features the car being stalked by panthers. The third spot features the car in a James-Bond style chase scene, being pursued by skiers.
According to Ford, the classic Capri was the car of choice for musical icons, stuntmen and movie stars.
The films were directed by Fredrik Bond, with Academy Award-nominated Rodrigo Prieto as director of photography.
Ford in Europe director of marketing Pete Zillig said: “When you say ‘The Legend is back’ you need to be all in. What better way to do that than to use some of those classic old Capri ads as a springboard into Capri’s electric future. Very proud of this brave work that stands out boldly in a sea of EV sameness.”
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Wieden+Kennedy London creative director David Colman said: “To relaunch the Capri as a new electric vehicle, we wanted to tap into its iconic past. From its role as the go-to car for stuntmen to its appearances alongside music legends and movie stars, the Capri was a symbol of excitement, individuality, and style.
“The idea took shape when our creative team, Georgina Brisby and Marcelo Duarte, discovered the archive of legendary vintage Capri ads and suggested ‘rewiring’ them. With Fredrik Bond directing, we dialled up the drama with lightning storms, a pack of panthers, and even a James Bond-style ski chase. The challenge was where on earth we might be able to shoot three extremely different landscapes in one week. Luckily, Chile answered our production prayers.”
The films will run across cinema, TV, video-on-demand, social media, digital out-of-home, out-of-home, and print assets.
The Capri will be on sale in early 2025 across Europe.
