MJZ Director Nicolai Fuglsig Uncovers "Heartbeat" For Ford, AMV BBDO

AMV BBDO London’s new pan-European campaign for Ford centers on this film that draws a visually stunning analogy between the automaker’s FORDLiive vehicle maintenance service and the human circulatory system. 

The film compares a business to the human heart and courier vans to the circulation of blood. When the red vans arrive on time the heart beats normally--when vans are reduced to a trickle, it slows and stops. But because FORDLiive keeps vans constantly on the road, the heartbeat of the business is soon beating healthier than ever when the vans return. 

We move inside the building, where the perfectly synchronized vans interweave in the aisles, while workers load them up and send them off, demonstrating FORDLiive in action.

FORDLiive marks a step change for fleet customers, introducing a world where vehicle health data can be used to predict and schedule maintenance so that vans don’t break down in the first place, keeping them on the road and working. 

Martin Loraine, the film’s writer and creative director of Ford at AMV BBDO, said, “Ford wanted to communicate the simple, human benefit of FORDLiive and bring to life how constantly moving vans are vital to making businesses thrive.”

Directed by Nicolai Fuglsig of production house MJZ, the film was tightly choreographed, using toy vans to work out how the synchronized movement should work. The campaign was then shot in Madrid during lockdown in December 2020, filmed entirely by drone or helicopter to create dynamic scenes, with no static shots in the entire film. A bespoke composition by Mint Royale provides the soundtrack.