Creativity

A Japanese woman hugs her parents for the first time in Ford's Mother's Day tearjerker

Peyton Wilson directs 'first-ever' experience to promote brand's EcoSport model

By Alexandra Jardine. Published on May 14, 2018

Editor's Pick

For Mother's Day advertisers, it's hard to find a story about parents and kids that hasn't been told before. But Ford found an unusual angle on parental love this year in a docu-style spot promoting its new Ford Eco-Sport, that focuses on a Japanese woman who has never hugged her parents.

Chelsea Pictures' seasoned documentary-maker Peyton Wilson helms the three-minute film, for Ford's Global Team Blue (GTB). It centers on Natsuko, a Japanese woman living in Los Angeles who left her home country after the 2011 earthquake. She confesses that due to Japanese culture among the older generation, she has never hugged her parents, but thinks about them every time she goes to the beach.

The film sees her meeting her parents at the airport as they come to visit her for the first time. At the airport, they give only a little bow. But then she drives them to the beach in a Ford EcoSport, and having explained what she wants to do, she finally hugs them. It's definitely an emotive moment.

So what does all this have to do with Ford, aside from showcasing the car on some scenic Californian coast roads? The idea behind it is capturing a "first-ever" experience to tie in with the "first ever" Ford EcoSport. It ends with the line "here's to making your first-ever happen."

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Credits

Date
May 14, 2018
Client:
Ford
Agency:
GTB
Production Company:
Chelsea Pictures
Director:
Peyton Wilson
President:
Lisa Mehling
Executive Producer:
Lisa Mehling
Executive Producer:
Michel Waxman
Line Producer:
Maeliosa Tiernan
Director of Photography:
Tami Reiker
Editorial:
Work Editorial
Editor:
Trish Fuller
Editorial Producer:
Chris Delarenal
Global Chief Creative Officer:
Tito Melega
Executive Creative Director:
Matt Soldan
Director of Integrated Production:
Sumer Friedrichs
Creative Director:
Martin Insua
Creative Director:
Ezequiel Soules
Senior Brand Manager:
David Rivers
Brand Content Manager:
David Finnegan
SUV Marketing Manager:
Ryan Gillenwater
Social Media Manager:
Eric Gremier
Sound:
Sound Lounge
Mix Artist:
Justin Kooy
Producer:
Becca Falbourn
Music:
Tuesday Collective
Color Grade:
Freefolk
TK Artist:
Paul Harrison
Executive Producer:
Celia Williams

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