Ford India recently added its latest variant to its compact SUV EcoSport’s lineup – the Ford EcoSport SE – and is promoting it with a new TV-led advertising campaign ‘Same Same, But Different’. The film builds on the product proposition and establishes the need for individuality through stories of a pair of identical twins.
Conceptualised by BBDO, the television commercial aims to showcase the challenges the twins face in their daily lives via humorous situations, where their individual identities don’t get opportunities to flourish. They want their indentities to shine through and are tired of being treated alike. The film shows how the Ford EcoSport S and Ford Ecosport SE meet this need for differentiation.
“At Ford, we are committed to meet the diverse needs of our customers and offer a product line up that delivers what they want and value, just like the EcoSport S and SE,” said Rahul Gautam, vice president marketing, Ford India. “Our latest television campaign using a twin siblings reference also reflects this commitment and shows how EcoSport S and SE celebrate two different customer personalities while offering the best of safety, comfort and fun of driving.”
Akashneel Dasgupta, chief creative officer, BBDO Gurgaon said, “These kinds of creative challenges are the ones you always look forward to. The challenge was to communicate the difference between Ford EcoSport S and SE, without leaning towards any one. We found our answer in this very colloquial phrase; same same, but different. It captured the subtle but very important distinguishing features between the two EcoSport variants. The production challenge was immense – to cast four sets of identical twins across various age groups.”
The campaign has gone live on Ford India’s social handles as well as on digital channels starting March 12.
Creative agency: BBDO India, Gurgaon
Chairman and chief creative officer: Josy Paul
CEO: Suraja Kishore
Creative team: Akashneel Dasgupta, Anunay Rai, Gaurangi Mathur
Account management team: Nikhil Mahajan, Jazryk Kaur Gill, Shrutika Sinha
Production: Flare India