Brief Explanation

The backbone of a great car ad is a great song, so when we were developing a campaign to promote Ford’s partnership with the local X Factor show we put developing our campaign theme song at the centre of what we did. We turned the Ford Kuga into a mobile recording booth and joined the X Factor audition caravan around the country, inviting people to join our support band, The Passengers, and help us record a kiwi classic, Fade Away. Ordinary people jumped into the specially rigged vehicle where they were filmed and recorded singing our track, Fade Away. We collected over 1,000 different renditions of the song, and from them selected the best to compile into a music track and accompanying 3 minute music video. Fade Away became the theme to the TVC and online campaign we developed around launched with the televised X Factor shows. It became synonymous with the show; our TVC’s played throughout the show and short idents bookended segments. It soon became clear we’d created an unofficial New Zealand theme song for people who loved the show, all built around, and recorded within, the Ford Kuga we were launching.