Ford Focus Is In Tune

Anthony Fontanelle
February 11, 2008

Ford Motor Co. will flaunt a tuneful advertising television campaign in Ireland. But it is not a simple ad; the Dearborn automaker has formulated a new formula to become instrumental in the industry. Literally.

Ford created an orchestra playing instruments made of Focus hatchback parts. The automaker’s campaign for the new Focus range sports its witty feat of melodic ingenuity. The orchestra performs the soundtrack to the new Ford Focus ad which will be aired on television from February 18.

The harmonious ad is the work of art of two talented Americans - Hollywood film composer Craig Richey and New York sound designer Bill Milbrod. The composers have turned 21 parts from the new hatchback into musical instruments. Additionally, they were arranged to be played by an orchestra.

Milbrodt of the Car Music Project spent five weeks with 22 workers dismantling a brand new Focus and turning them into musical instruments for a British Ford commercial. The team took apart the hatchback hot from the production line.

“When we got it to the mechanics shop, it had less than a mile on the clock. We took the doors and fenders off, but we had the body shell intact and we later cut out of that the parts we wanted,” said Milbrodt.

“[None of the construction] was really improvised on the spot. The car was dismantled completely, and the parts were sorted into boxes and around the workshop (door parts with door parts, etc.). I had previous experience making the Car Music Project instruments from my old Honda Accord, so that experience was applied. But, the basic process is one of putting together a puzzle,” said Milbrodt in an interview with Peter Kirn.

A Ford release has this to say: “By the time the orchestra had been assembled for the photo shoot at Universal Studios in California, Milbrodt’s team had constructed 31 instruments. Each has a name that instantly identified its origins, such as the Transmission Case Cello-Dulcimer, Clutch Guitar, Rear Suspension Spike Fiddle, Fender Bass, Hatchback Kick Drum, Handheld Gear Tambourine and Door Harp.”

What’s more, Ford and Alesha Dixon, Strictly Come Dancing winner, have recorded a song backed by instruments made from the hatchback. Although a car door, clutch and bumper were employed to help make the remix of the song, For You I Will, it will be more classical than heavy metal, reported Metro.

“Alesha heard about the advert using car parts as an orchestra and asked Ford if they would do a classical remix of For You I Will using the instruments,” said the automaker’s spokesman.

Source:  Amazines.com