Frieze Films and Ogilvy JHB depart from usual scare tactics of car tracking adve

Tony Baggott of South African production company - Frieze Films, commissioned by Ogilvy JHB, directed the launch commercials for Digicore C-track Secure. C-track Secure is a tracking system for vehicles using innovative technology.

For Baggott, the hero of the commercial is the car and it was therefore important to give the car a personality. "The car and owner were cast in the same way one would cast a couple. Bringing the cars personality to life meant that the driving shots were important performance pieces, where the style of driving illustrated the cars feelings."

Baggott says: "The car had to have a face and a personality in its looks and in its action - a humanization process had to take place to charm the viewer and make the commercial work."

SuperAdgrunts click on the image below to see the spot:

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