The Ask
Introduce Ford’s all-new Focus. Get people to take notice of the loaded mid-size car.

The Challenge
When most people hear the words, “Ford Focus,” they think cheap, crappy econobox. We set out to change the negative perceptions believed by our young, social-connected target audience.

Doug, the Focus Spokespuppet
We knew your typical spokesperson couldn’t break through to this audience, so we collaborated with writers and directors from shows like The Office and The Simpsons to create characters who could.

Doug could say and do almost anything he wanted, because he’s a puppet, which ultimately earned him credibility among the naysayers. And if Doug ever strayed too far, John, the Ford marketing specialist, was always there to try to correct him.

To keep people engaged we released new videos each week and dedicated a team of writers to respond to fans nearly 24/7 on Doug and John’s Facebook and Twitter pages.

The campaign followed Doug and John as they traveled the country in a Focus, interacting with strangers taking them for test drives and introducing them to the vehicle’s new bells and whistles in fun and humorous ways. In the end the campaign garnered Ford some much needed cred and earned recognition in articles from Ad Age, The Wall Street Journal and Mashable named it one of the most innovative viral videos ads of 2011. Doug helped bring new fans to the brand, with some even going as far as saying they bought a new Focus because of him.

Roles:
Concepting/Storytelling, Creative Direction, Art Direction + Design

Partners:
Creative Team / Stu O'Neil, Sue Driscoll, Stephanie Kohnen, Adam Burkett
Case Study Video Credits / Stephanie Kohnen, Adam Burkett
Agency Partner / RSA, The Character Shop, Paul Feig, Rob Cohen, Paul F Tompkins, John Ross Bowie

Awards:
One Show Interactive Merit Award / Social Media / 2012

The AskIntroduce Ford’s all-new Focus. Get people to take notice of the loaded mid-size car.

The ChallengeWhen most people hear the words, “Ford Focus,” they think cheap, crappy econobox. We set out to change the negative perceptions believed by our young, social-connected target audience.

Doug, the Focus SpokespuppetWe knew your typical spokesperson couldn’t break through to this audience, so we collaborated with writers and directors from shows like The Office and The Simpsons to create characters who could.

Doug could say and do almost anything he wanted, because he’s a puppet, which ultimately earned him credibility among the naysayers. And if Doug ever strayed too far, John, the Ford marketing specialist, was always there to try to correct him.

To keep people engaged we released new videos each week and dedicated a team of writers to respond to fans nearly 24/7 on Doug and John’s Facebook and Twitter pages.

The Ask
Introduce Ford’s all-new Focus. Get people to take notice of the loaded mid-size car.

The Challenge
When most people hear the words, “Ford Focus,” they think cheap, crappy econobox. We set out to change the negative perceptions believed by our young, social-connected target audience.

Doug, the Focus Spokespuppet
We knew your typical spokesperson couldn’t break through to this audience, so we collaborated with writers and directors from shows like The Office and The Simpsons to create characters who could.