The dark art of promoting cars on European TV is stepping up another notch in terms of creativity. Gone are the days when you could just show a new model speeding through a vista of cornfields, though Peugeot once did it with the cornfields on fire as a variation on a theme.
Bakers building a Skoda entirely out of cake
were a recent tasty treat for ad-watchers, while Citroen’s most memorable involves a car turning Transformer-like into an ice-dancing robot. The next smart promo comes from Ford, and sees an orchestra playing instruments created entirely from car components.
Airing from February, this harmonious masterpiece is the work of two Americans, Hollywood film composer Craig Richey and New York sound designer Bill Milbrodt.
The team took apart a Ford Focus five-door hatchback that had just come off the production line. “When we got it to the shop, it had less than a mile on the clock. We took the doors and fenders off, but we had the body shell intact and we later cut out of that the parts we wanted,” he said.
By the time the orchestra had been assembled for the photo shoot at Universal Studios in California, the team had constructed 31 instruments. Each has a name that instantly identified its origins. So pin back your ears and listen out for the Transmission Case Cello-Dulcimer, Clutch Guitar, Rear Suspension Spike Fiddle, Fender Bass, Hatchback Kick Drum, Handheld Gear Tambourine and Door Harp -- but you’ll have to wait until next Monday until the video is released.--Richard Yarrow