For Mother's Day advertisers, it's hard to find a story about parents and kids that hasn't been told before. But Ford found an unusual angle on parental love this year in a docu-style spot promoting its new Ford Eco-Sport, that focuses on a Japanese woman who has never hugged her parents.
Chelsea Pictures' seasoned documentary-maker Peyton Wilson helms the three-minute film, for Ford's Global Team Blue (GTB). It centers on Natsuko, a Japanese woman living in Los Angeles who left her home country after the 2011 earthquake. She confesses that due to Japanese culture among the older generation, she has never hugged her parents, but thinks about them every time she goes to the beach.
The film sees her meeting her parents at the airport as they come to visit her for the first time. At the airport, they give only a little bow. But then she drives them to the beach in a Ford EcoSport, and having explained what she wants to do, she finally hugs them. It's definitely an emotive moment.
So what does all this have to do with Ford, aside from showcasing the car on some scenic Californian coast roads? The idea behind it is capturing a "first-ever" experience to tie in with the "first ever" Ford EcoSport. It ends with the line "here's to making your first-ever happen."