Formula One World Champions Nelson Piquet and Nigel Mansell haven't been on good terms since the 1986 season, when Piquet joined Mansell at the Williams team and Piquet spent the year privately fuming about not being granted the status of number one driver. Things only got worse from there – even though Piquet won the title the following year with Williams, still partnered with Mansell, the fuming was a lot less private.

They're back together after a 25-year silence, in the city of Porto Alegre, Brazil to drive the new Ford Fusion. Called "Fusion Grand Prix," both men get the new Ford sedan, prepped to their liking – but still street legal, we assume – for a race to decide... well, who is faster behind the wheel of a Fusion.

There will be four episodes, with the first two having already aired. The third episode comes on January 29 and the race happens February 5. You'll find two video episodes and a press release below, but note – because it's a campaign for Ford Brazil, Piquet's dialogue in the vids isn't translated, so hit the Closed Captioning button to hear his side of the smack talking.







Show full PR text
New Ford Fusion Campaign Pits Nelson Piquet against Nigel Mansell Again

SÃO BERNARDO DO CAMPO, Brazil, Jan-21-2013 12:00 AM ET - As part of the New Fusion pre-launch efforts, Ford will relive one of the greatest rivalries in the history of Formula 1, with former world champions Nigel Mansell and Nelson Piquet racing a pair of Fusions. The campaign will air starting on Jan. 15 on www.ford.com.br/fusiongp.

The online "Fusion Grand Prix" campaign will have four episodes and highlights the stars' reunion 20 years after they left Formula 1. The campaign's first three episodes will air live on Jan. 15, 22 and 29, showing the drivers preparing for the race and the car's features. The finale, with the clash of rivals, will be aired starting on Feb. 5.

The "A New Legend is Born" campaign was specially designed for the Fusion's launch to convey how the car is a game-changer in its class and unites sportiness and sophistication. The Fusion Grand Prix campaign aims to highlight the car's features and create a connection with the audience that witnessed Piquet and Mansell's rivalry on and off the track.

"The New Fusion creates an unprecedented class of premium sedans with all-new sporty and stylish design and innovative technology. It's a car with a strong emotional appeal for luxury car buyers," says Oswaldo Ramos, Ford Brazil General Marketing Manager.

Episodes
Mansell, 1992 World Champion, visited Brazil in December 2012 for the video shoot with Piquet, the first Brazilian driver to win three Formula 1 championships (in 1981, 1983 and 1987). The legendary rivals were reunited in the Brazilian city of Porto Alegre for the video shoot after nearly 25 years without any contact. They tested and drove the New Fusion as if it were an official race. During the shoot, it was clear that both respect each other as professionals, but remain rivals at the wheel.

"This opportunity to relive one of the greatest rivalries on the tracks was something unique. It's the kind of idea that the car deserves and was a long-awaited tribute. The best thing was that they really had fun with the event and the spirit of competitiveness was still alive," says Fábio Brandão, Creative Director at JWT, the agency responsible for the campaign.


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    • 1 Second Ago
  • 14 Comments
      SteveM
      • 1 Year Ago
      Brilliant marketing... a great way to get us to look at the cars again. Nicely done Ford!
      Matheus
      • 1 Year Ago
      Here in Brazil, the Fusion is a luxury car!
      Jason Alan Sipes
      • 1 Year Ago
      First episode was brilliantly directed I received a very Encounters of the Third kind vibe from it.
      • 1 Year Ago
      [blocked]
      Arturo Rios Jr.
      • 1 Year Ago
      The Fusion is such a nice car, and 240 horses is not on par with current v6s buts its close enough.
        Haelphadreous
        • 1 Year Ago
        @Arturo Rios Jr.
        Keep in mind it has 270 ft lbs, which peak at a nice low 2500 rpm, so if you are looking at nice area under the curve, the car will pull hard and feel fast from almost any speed or rpm. Compare those numbers with say a 2012 Camera 268 hp @ 6200 rpm and 248 ft lbs @ 4700 RPM, or Honda Accord V6, 278 hp @ 6200 rpm and 252 ft lbs @ 4900 rpm, and they are not out of line which is why If you look at the reviews the Fusion Eco boost is mid 6 second range for 60 and around 15 seconds for 1/4 mile, right there with or maybe a tick behind it's V6 competition.
        Yaser C. Hamud
        • 1 Year Ago
        @Arturo Rios Jr.
        They where talking about the old 3.0 V6 which has 240 HP. Great ad btw.
      Andy Dufresne
      • 1 Year Ago
      NELSON = LEGEND
      MikeInNC
      • 1 Year Ago
      I'm not sure the Fusion necessarily fits the racing image but Ford certainly has a storied history of racing, including in F1 and anytime I can see a commercial with great F1 drivers in it, I may actually watch it instead of diving for the mute button or hitting fast forward on the DVR. Good job Ford.
      sloturbo
      • 1 Year Ago
      Then Junior comes in and crashes so his dad can win.
      Brodz
      • 1 Year Ago
      What's with the canned engines sounds. Those Fusions aren't making those sounds surely.
      Matt
      • 1 Year Ago
      I hope these commercials are like the scenes from Days of Thunder where they have a street race with the rental cars. Now that would be an entertaining Ford commercial!
      Linus De Paoli
      • 1 Year Ago
      Last two episodes with the race track action are already out on Ford Brasil youtube channel. http://www.youtube.com/watch?v=PN1q9KNqAkM http://www.youtube.com/watch?v=KDtdJaS1eHU
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