When a competitor served up a polarizing TV spot that summed up the American work ethic as "work hard and buy lots of stuff", Team Detroit seized the opportunity. The agency made a shot-by-shot remake of the competitor's ad that gave voice to another set of values, "work hard and make a better world," turning the conversation into a positive social message that matched the values of the customers who buy Ford C-Max plug-in electric vehicles.
The story of a real-life environmentalist Pashon Murray and her urban composting business resonated with online audiences, social media, mainstream media, farm journals, environmental journals and educators. In just 8 days it garnered over 1 million YouTube views. Script to finished spot: 7 days. Media budget: Zero.
