The Ford Capri, the one-time car of choice for 1970s TV villains, police, stuntmen and even rock stars, is rolling out its relaunch as an electric vehicle, following a provocative unveiling earlier this year.
Developed by Wieden+Kennedy London, the “Mischief Rewired” campaign initially premiered on UK TV screens from Boxing Day, with vintage ads from the Ford Capri archives – rewired. Now, the full three films are fully rolling out across Europe.
Each film starts with a vintage Capri ad, only to see the classic vehicle transform into the all-new electric model. In one, bolts of lightning chase the car as it drives along a mountainous road; in another, panthers stalk the car as it drives through the desert; and in the third, we see an ’80s-James Bond-esque chase scene with skiers in pursuit.
The model had its heday in the 1960s to the 1980s and these films – directed by Fredrik Bond, with Academy Award-nominated Rodrigo Prieto as director of photography – are aimed at telling audiences that the legend is back in an all-new, electrified form for the modern era.
Ford in Europe director of marketing Pete Zillig commented: “When you say ‘The Legend is back’ you need to be all in. What better way to do that than 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.”
Wieden+Kennedy London creative director David Colman added: “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 three films are live throughout Europe across cinema, TV, VOD and social, coupled with a range of DOOH, OOH and print assets. The All-New Electric Capri will be on sale in early 2025 throughout Europe.
Related stories
Ford channels ‘Big Cat Energy’ for Puma Gen-E reveal
Imagination brings Ford Explorer world record to life
Ford swerves ad ban as ASA slams the brakes on probe
Bellwether reaction: Learn how to protect against frost
Direct marketing glows as adspend is hit by big freeze
Be the first to comment on "Ford goes back to the future for launch of electric Capri"