Script to finish to a million youtube views in two weeks with zero media $$$.
When a Cadillac served up a polarizing TV spot that summed up the American work ethic as “work hard and buy lots of stuff," Team Detroit seized the opportunity. The agency made a shot-by-shot remake of the competitor’s ad that gave voice to another set of values, “work hard and make a better world,” turning the conversation into a positive social message that matched the values of the customers who buy Ford C-Max plug-in electric vehicles. The story of a real-life environmentalist Pashon Murray and her urban composting business resonated with online audiences, social media, mainstream media, farm journals, environmental journals and educators. Script to finished spot: 7 days. First 8 days on Youtube: +1 million views. Media budget: Zero.
Client: Ford, Agency: Team Detroit, ECD: Toby Barlow, Writer: Lauren Crane, Art Director: Todd Ruthven, Producer: Sumer Friedrichs, Director: Aion Vellie, Editor: Louis Lyons, Cutters Detroit, Media: Curt Jaksen,