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