Carla Bruni kicks off new career as a football coach in short film for Ford
10 September, 2015
• France’s former First Lady, Carla Bruni, is the star of a new Ford short film produced to inspire young people to seek and celebrate life change
• Bruni plays the role of a football coach in the movie, which launches Ford’s new #prendreunvirage campaign
SAINT-GERMAIN-EN-LAYE, France —
France’s former first lady, Carla Bruni, is demonstrating her sharp sense of humor in an off-the-wall short film produced to inspire the younger generation to seek and embrace life change.
The Italian-French author, singer song-writer and model, plays a football coach in the movie which sees her pitched into a world of men’s locker rooms and football fields instead of concert halls and catwalks.
Directed by screenwriter, producer and humourist Dominique Farrugia for Ford France, the film launches Ford’s new #prendreunvirage campaign – designed to inspire those who want to make a life change but, unlike Coach Bruni, have not yet made the leap.
Blue Hive Paris developed the unique campaign to reach out to a younger generation of "Néothentiques", who seek a lifestyle where experiences matter more than possessions, and where personal passions are as important as professional ambitions. Ford cars are developed to help Néothentiques on this journey.
To celebrate life change, Ford France is inviting customers to “take a turn“ in life. The Carla Bruni video is available to view at http://prendreunvirage.fr/ (also available on You Tube here), where visitors can also take a virtual detour of their own.
By answering a short quiz on their life aspirations, they can receive a list of fifty real opportunities for a new life all across France. The complete list was developed by Ford after an in-depth study conducted to find opportunities for life changes throughout France. Each opportunity is paired with the Ford vehicle that best suits the new lifestyle.
Lights, camera, action
The film opens with a fidgety Bruni waiting backstage before a concert. Bruni walks nervously on stage, begins strumming chords on her guitar, but then plays so terribly the audience boos her off the stage.
It turns out the performer was not in fact Carla Bruni, but a doppelganger hired to take her place. As the phoney breaks the bad news, Bruni remains cool as a cucumber, hangs up and returns to the task in hand… giving a locker room pep talk to a team of football players! In a dramatic turn of events, Bruni has become a coach for a men’s football team – a role she takes very seriously.
As a coach, Bruni knows how to work her team from the sidelines and when a player scores a goal with great finesse, she erupts with joy. The goal is a sign that by taking on a new role, she is finding her true path in life.
Agency: Blue Hive Paris
Executive Creative Director: Arnaud Labille
Managing Director: Sylvain Michel
Strategy Director: Patrick Faure
Media Director: Virginie D’Espois
Integrated Group Directors: Stanislas Vert, Viviana Morizet
Marketing Director, Ford France: Patrick Begaud
Marcom Director, Ford France: Fabrice Giacoletti
For further information, please contact
Managing Director, Blue Hive Paris
About Blue Hive Paris
Blue Hive handles the Ford Motor Company account across the whole of Europe, currently 22 markets and growing. Ford is WPP’s biggest client.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 195,000 employees and 66 plants worldwide, the company’s automotive brands include Ford and Lincoln.
Ford of Europe
Responsible for producing, selling and servicing Ford brand vehicles in 50 individual markets and employs approximately 53,000 employees at its wholly owned facilities and approximately 67,000 people when joint ventures and unconsolidated businesses are included. The first Ford cars were shipped to Europe in 1903 – the same year Ford Motor Company was founded. European production started in 1911.