Building on the success of last year’s “LA’s Freshest” campaign, which announced the renovation of the historic amphitheater, the Ford Theatres’ new TV spot “What we build” celebrates the completion of this renovation, but – thanks to the added backdrop of the unique political climate – with a bold political spin.
In the spot, the team use the proposed border wall as a subtle metaphor to remind viewers of the value of what they decide to “build”. Says Stephen Reidmiller, Senior Art Director at M&C Saatchi LA, “One of the amazing things about being in America is we have a say in what we do with our time and money. What the team at the Ford Theatre has captured here is something special – a venue that can bring us together and show that what makes us different doesn’t need to divide us. These are the kind of places we need most right now, and our hope is more people come out and see this iconic Los Angeles stage in action.”
Constructed around the creative task of “culture worth fighting for”, the :30 spot needed to not only educate viewers of the Ford’s offering but also make them feel personally and politically invested in the theatre and it’s mission to ignite cultural exchange. Says Jessica Gorelick, Account Supervisor, “2017 has brought some unexpected changes, to say the least. The arts need more support now than ever before, and we at M&C Saatchi LA are thrilled to fly the flag for such a worthy cause.”
The Ford is particularly well placed to take a stand for the arts here in LA. Its programming reflects the fabric of all the diverse cultures that make up Los Angeles, with a particular focus in Latino/Chicano arts, and this diversity, when partnered with the Ford’s ongoing dedication to the arts, provided the perfect opportunity to make a statement.
The spot will be airing July through October 2017.