Norlap Creative sings Ford & Doonan’s praises
People from Ford & Doonan will often report that complete strangers burst into song after they meet. The company’s jingle is now part of WA’s vernacular, so just one mention of the brand name will usually elicit a musical “Have a Ford & Doonan Day” reply.
It’s this extraordinary brand recall that Dr Christine Pflaumbaum, Marketing Manager at Ford & Doonan, together with founding Director Andrew Ford, encouraged Norlap Creative to harness in their latest commercial.
“We’ve built a massive brand advantage by being consistent and coherent in our marketing” said Pflaumbaum. “We’ve always crafted and tailored our marketing messages according to the current market conditions, yet throughout every campaign over many years, one thing has always remained constant … our jingle and tagline”.
“That jingle is so well recognised now. It’s clearly earned a place of distinction within the WA advertising landscape. So we thought it was time to celebrate its unmissable role in our brand story”.
Dean Graham from Norlap Creative explained “Andrew Ford personally commissioned the jingle and tagline from MDS back in the noughties, so Tim [Count] deserves special mention. His original tune is now a big part of the brand story and integral to this concept”.
“There’s clearly an extraordinary amount of goodwill generated by the jingle and the spots reflect that. A big thanks to the team at Ford & Doonan for not taking life too seriously and having some fun with the brand. In addition, Sandbox really stepped up with some great animation to complement the breezy confidence of the talent’s performance”.
The animation of the flowing blue scarf – implemented by Sandbox – is a visual branding element that’s quickly gaining a similar level of brand recognition as the jingle. In developing the concept, Norlap Creative was spoilt for choice with a powerful brand device for both audio and vision at their disposal.
Pflaumbaum said the 15-second version is crafted specifically for the digital pre-roll environment.
“For our pre-roll campaigns, I always ensure the creative team offers memorable cut through in that first 5 seconds. Even more, I wanted the narrative for the TV and the narrative for the digital spots to be slightly different. It’s a subtle difference, but the with talent talking direct to camera in the 15, it offers a sense of authenticity that’s consistent with our brand. The spots are entertaining to watch yet our name remains central”.
CREDITS
Client: Dr Christine Pflaumbaum and Andrew Ford
Creative: Dean Graham, Norlap Creative
Producer: Jasmine Leivers, Sandbox
Director: Paul Komadina
Animation: Sam Price, Sandbox
Grade: Jaemie Manners, Sandbox
Music: Tim Count MDS
Audio Post: Brad Habib, Soundbyte