Ford Everest 'loves every minute' in newly launched campaign via GTB Melbourne

Says Jon-Paul Jacques, ECD, GTB: "We had two goals. Connect to 4X4 diehards by showing them moments of 4X4 hardship they'll identify with. And demonstrate the Everest is more than capable of getting you out of these horrible situations.

"Ford research showed us 4X4 diehards are serious guys. They told us their most memorable off-road stories, and they were pretty hard-core. Surprisingly, it was the harshest, most intense and unpleasant experiences that they looked back on most fondly.  Thus 'Love Every Minute' was born."

GTB head of strategy Anuj Mehra said the research confirmed "for these guys, the worst of times really are the best of times.

Continues Mehra: "Some of the most memorable comments from our research included: 'You do get bogged but I live for the mud, getting out of tough situations,' 'Took on too much for my skill set and slid down a 45-degree angle. That's the fun though, I can't believe I made that'; 'You realise how stupid you were, but you don't care after it's done.'  We decided to celebrate this contradiction."

Says Daniella Winter, general manager of marketing, Ford: "This integrated campaign shows real 4X4'ers in the grittiest, most challenging Aussie conditions. We believe this honest approach will not only get noticed but prove the Everest is a serious player in a crowded market. We're really excited by what this means for the brand."

GTB is part of WPP AUNZ, Australasia's leading marketing communications group.

Client: Ford Motor Company
General Manager of Marketing: Daniella Winter
Marketing Strategy & Communications Manager: Tony Jordan
Marketing Communications Manger: David Noonan
Marketing Analyst: Lara Miller

Agency: GTB Melbourne
Executive Creative Director: Jon-Paul Jacques
Copywriter: Stephen Sheldon
Art Director: John Pantzopoulos
Agency Producer: Sandi Gracin
Head Of Strategy: Anuj Mehra
Senior Account Director: Rachel Legge
Senior Account Manager: Blade Griffiths

Production Agency: Revolver
Director: Bruce Hunt
Producer: Catherine Jarman
DOP: Ross Emery
Editor: Drew Thompson