Ford recently launched a commercial campaign to introduce the new Focus ST. The commercial starts with these words superimposed over the video:
Recently, we introduced the 252 hp Ford Focus ST by driving head-to-head through the narrow streets of Key West. But we didn’t film it. You did.
The video switches between shots of a cheering crowd filming from every angle, closing in on a guy holding a camera over the heads of the crowd, a girl hanging over the barricades with an iPhone, a guy in a tree, people crowded onto a balcony, and the cars, one red and one yellow, racing in tandem, sliding to a stop at Mallory Square with the moonlit ocean in the background. It’s billed as the first ever spectator-filmed commercial, and it’s a smart example of digital storytelling. Using spectator video takes the viewer into the crowd and into the moment.