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Mads Mikkelsen Stars in Thrilling New Short From RSA To Promote the New Ford Edge

The film, directed by Jake Scott, is entitled 'Le Fantome' and will feature across TV, Cinema, OOH and all digital and social platforms

Mads Mikkelsen Stars in Thrilling New Short From RSA To Promote the New Ford Edge

GTB, the WPP global agency for Ford, have created a bold, 360 campaign to launch the new Ford Edge across European markets.

The campaign, due to break on October 16th 2016, is spearheaded by an 8-minute short film, directed by Jake Scott out of RSA Films and starring Danish actor Mads Mikkelsen. Mikkelsen, whose latest blockbuster movies Star Wars: Rogue One and Marvel’s Dr Strange are released later this year, stars as an enigmatic stranger, known as ‘Le Fantôme’.

The story centres around a couple who enter a witness protection scheme after their evidence sends a crime ‘kingpin’ to jail. Mikkelsen’s character is then sent to find the couple, before the striking nature of the new Ford Edge inadvertently reveals their true identity. The film was written by GTB’s creative heads Julian Watt and Bryn Attewell and shot in Croatia, using the same location as ‘Game of Thrones’. It is supported by TV, cinema, OOH and all digital and social platforms.

“Edge isn’t like the usual premium SUVs. It’s refreshingly distinctive, and we chose a campaign approach that reflected and dramatised that. Getting Mads Mikkelsen and Jake Scott to collaborate on this film was the perfect match for the quality appeal of Edge.” said GTB chief creative officer, Julian Watt.

“To truly represent the new Ford Edge – our flagship SUV in Europe – Le Fantôme is a short film executed to the highest standards. Mads Mikkelsen and Jake Scott were natural choices to deliver a cinematic experience as refined and compelling as the vehicle itself,” said Roelant de Waard, vice president, Marketing, Sales & Service, Ford of Europe.

"This, for me, was always really a love story, between a human and a car. As unlikely as that may seem, then consider the pairing of Le Fantôme and the Ford Edge. Bizarre perhaps, but unquestionably memorable. What a character & what a car!" said Jake Scott, RSA Films.

“It’s been an absolute pleasure to help launch the New Edge and be part of such an exciting campaign. It's a beautiful car that deserves a beautiful film. I hope you enjoy it.” said Mads Mikkelsen. The launch is to be backed by a media investment of £40m across Europe


Advertiser: Ford

Marketing Communications Manager : Anthony Ireson

VP of Marketing: Matthew Van Dyke

Content Manager: Lyn West, Chris Rushton

Creative Agency

Creative Agency: GTB

Creative Director: Peter Hvid

Planner: Stephen Wallace

Producer: Romila Sanassy

Executive Creative Director: Bryn Attewell

Chief Creative Officer: Julian Watt

Senior Account Manager: Luke Johnson

President: Paul Confrey

Account Executive: Mathilde Pors

Group Business Director: Sarah Rosser

Client Servicing: Fabio Ruffet

Planning Director: Melanie Elliot

Account Director: Sian Patrick

Production Company

Production Company: RSA Films

Executive Producer: Cindy Burnay

Director: Jake Scott

DOP: Mark Patten

Photographer : Nigel Harniman

Production Designer: Joseph Bennett


Editor: Joe Guest at Final Cut

Category: Automotive , Cars

Genre: Digital , PR , People , Scenic , Storytelling