Academy Award Winner Jessica Yu Secretly Directs Commercials for Ford

Academy Award Winner Jessica Yu Secretly Directs Commercials for Ford

NEW YORK and HOLLYWOOD, Calif., Sept. 24 /PRNewswire/ -- For eight weeks, Academy Award winning filmmaker Jessica Yu of Bicoastal U.S. Commercial Production Company Nonfiction Spots (http://www.nonfictionspots.com/) was busy traveling around the country shooting "Swap Your Ride" -- a series of commercials for Ford Motors featuring real people who believed they were part of a marketing research study and not a massive ad campaign of more than 25 spots for broadcast and the web.

The campaign, created by ad agency JWT / Team Detroit, was shot with some 80 participants in and around Miami, Los Angeles, New York and Dallas with multiple shoot days and shooting crews in each city.

The commercial intention of the project was disguised and kept completely under wraps by creating a faux market research firm to conduct interviews and gather information about the cars. The participants believed that Yu and her crews were filming for market research, a ruse further reinforced with the director's request that anyone who came into contact with the participants wear the same fake "uniform" of matching "marketing company" shirts. The elaborate set-up included keeping all of the subjects in the dark about their "mystery" car (even the vehicle brand) until the moment they were surprised with a Ford. The resulting spots captured candid, authentic reactions about the experience of driving Ford's new vehicles and how the Ford models compared to their own existing car.

"The challenge of the project was in orchestrating a situation that would elicit honest reactions from our participants," Yu said of directing the spots. "Over the course of the shoot you could see how the participants embraced the role of being 'consumer experts'. Unlike a conventional campaign, we were able to document the way people use their cars in real life and that discovery process made it fun."

About Nonfiction Spots

Nonfiction Spots, Santa Monica and New York, represents a roster of award winning documentary filmmakers for spots and client sponsored content film projects. Along with Jessica Yu, the Nonfiction roster includes Rob Bindler, Rob Devor, Steve James, Robby Kenner, Barbara Kopple, Stacy Peralta, Jessica Sanders, Ondi Timoner and Peyton Wilson.

To view the spots and additional materials visit http://www.nonfictionspots.com/syrpress

First Call Analyst:
FCMN Contact:

Source: Nonfiction Spots

CONTACT: Loretta Jeneski, Producer of Nonfiction Spots,
+1-310-399-9600, ext. 224, lj@spots.net

Web site:

http://www.nonfictionspots.com/

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