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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 17 - Index

partner Big Spaceship, TheCoronaBeach.com serves up
a virtual beach you not only visit, but control. There’s surf,
wind, birds, clouds and of course, a weathered Adirondack
chair with a cold bottle of Corona waiting for you. Everything
about it takes you right back to the beach of Corona TV.
But at this beach, you get to decide where the camera
goes and what happens. You have a 180-degree view and
hidden activities to discover. You master the art of squeezing
a lime into a bottle. You write in the sand, and send your
message to a friend. You toss your PDA into the waves. You
listen to music, make
the sun set, download
images, embed video
in Facebook, icons in
your IM, or ... you can
just do nothing but
sit in your chair with
a cold Corona and
watch the waves roll
in. Like everything Corona, the site gives off an easygoing,
laid-back vibe and relishes simplicity. But uniquely,
TheCoronaBeach.com is built for active, not just passive,
engagement. As the web becomes ever more critical to
how we reach the Corona drinker, TheCoronaBeach will
keep us connected. This is brand evolution in motion.
//www.c-k.com
JWT-Teamdetroit/Detroit
Ford Motor Company – Since 1943
SCREEN: What are some of the highlights or major
accomplishments that have come from JWT’s relationship
with Ford?
George Rogers/CEO: JWT and Ford
were partnered in coming up with the
concept of the second family car. After
WWII ended, there was a huge demand
for cars. Most people at that point
owned a single car, and if you think
about nuclear families at that time, that
meant that the breadwinner, i.e. the
male, went off to work in his motor car
and the female, the wife, was at home,
basically land-locked. So, in the late
‘40s and early ‘50s, JWT and Ford Motor
Company developed a campaign that
focused on a price value message
which basically said “Why go out and
buy one super fancy car? We can sell
you two cars for the price of one.”
And that initiative spurred the rise of
the two-car family and provided the
female of the household a little dose
of independence. That was a fairly
significant cultural concept that the
client and the agency did together.
Another example was the creation of
the Mustang, which was introduced in
1964. Ford wanted a vehicle that young
people could essentially go dating in.
There was the car for the mom and there
was the car for the dad, but there really
was no sort of fun, affordable
car for the single person to have
an experience in. So the agency
sat on the product development
team for the Mustang…and the
original Mustang was not this bigengine
monster that it has turned
out to be – this aggressive, fast
sports car. It was literally designed
as a secretary’s car or a single
person’s car that somebody could
go out on a date in, and doubledate,
so in other words there was
a back seat to this thing. And the
Mustang has literally been a 45-50 year tradition and is still
a top seller at Ford Motor Company.
The third example would be the creation and the rise of the
sport utility vehicle, which was done in the late ‘70s and ‘80s
with the creation of the Explorer. When that was introduced,
it was the only vehicle that had 4x4 capability – so a true
off-road, rugged type vehicle that was really targeted
to the family and the outdoor enthusiast. Now there are
literally 75 types of vehicles that are SUVs today, and as we
know that segment is beginning to go away because of
the fuel thing, but literally in the late 70s and 80s and even
into the 90s it was a huge, huge vehicle cateory, and both
the agency and Ford were pioneers in developing the sport
utility vehicle.
So those are three innovations that both partners worked on
together to really change the automotive landscape.
//www.teamdetroit.com
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