Ogilvy 2006. 

Linking Football Culture to Automotive Emotion

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Problem

Ford Focus needed to strengthen its emotional relevance in a highly competitive automotive market by connecting the brand to a culturally powerful passion point: football. The objective was to move beyond product features and build affinity through a more emotional, lifestyle-driven narrative.

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Solution

Together, we developed a TV campaign for Ogilvy that linked Ford Focus with football culture through FC Barcelona player Samuel Eto’o, using sport as a cultural bridge to increase brand relevance and resonance.

The campaign was produced by Lee Films, translating the idea into a high-impact TV spot that positioned Ford Focus within a more aspirational and emotionally driven narrative.