Ford of Europe has teamed with MTV for a special of the network’s hit reality series ‘MADE’ to promote the appearance of its all-new Ka model in the forthcoming Bond film ‘Quantum of Solace’.
The project, brokered by Mindshare, is an hour long TV programme called ‘MTV MADE: Bond Girl Special’ and will be broadcast on MTV One this evening. The programme takes a 20-something female member of the public and transforms her into a sassy independent Bond Girl.
The chosen girl will learn evasive driving skills, combat techniques, take professional acting lessons and will go through extensive voce coaching to capture the essence of Camille, the Bond girl in ‘Quantum of Solace’. She will then be assessed by key talent from the ‘Quantum of Solace’ production crew including first assistant director Michael Lerman, stunt co-coordinator Rob Inch and the latest Bond Girl herself, Olga Kurylenko to see if she has earned the title Bond girl.
The programme will be broadcast in the UK, France, Germany, Italy and Spain with later transmission dates scheduled for the Nordics, Turkey and Latin America.
Joanne Sheehan, marketing manager for Ford of Europe, said: “MTV is renowned for producing fun and entertaining programmes, so we were delighted to work with them to promote the exciting launch of the all-new Ford Ka, and its partnership with the new James Bond film and its Bond girl Olga Kurylenko.”
Edward Sharp, partner, Mindshare Invention, said: “MTV MADE gave Ford the opportunity to really set its own content and ideas to connect with the target audience of young independent females, of the type that would consider the all- new Ford Ka as representative of their attitude and aspirations.
“This new partnership in programming is at the forefront of activity for forward thinking brands like Ford, and Mindshare Invention will continue to look for opportunities that will add to Ford’s connection with its audience.”
Jules Robinson, SVP Viacom Brand Solutions International, said: “We are thrilled to partner with Ford and Mindshare on this new initiative and know that this campaign will tap into the international excitement surrounding the new Bond film and will resonate strongly with our viewers. It’s another example of creating a truly creative bespoke campaign with a high-profile partner and we hope that together we’ve identified a potential star for the future.”