Californians drive – a lot. In fact, over twelve million vehicles travel the Los Angeles freeway system daily and 60% of the city is dedicated to cars (parking lots, roads and driveways, etc.). If that’s not enough, just a glimpse of the 405, or 680, or Highway 1 at the peak of rush hour will confirm California is a car culture. But, it’s a car culture that isn’t like other car cultures. It’s one with a long memory, one that reaches all the way back to the old days when smaller cars started to make more sense, and it felt like American car companies were in a game of constant catch-up with their overseas competitors.

But over decades, things change. Today, the new Ford C-MAX Hybrid is managing to give other hybrids a run for their money: in fuel economy, in comfort, and in sheer drivability. Ford is asking the Tongal community to create a video that speaks directly to Californians and highlights the advantages C-MAX Hybrid has over other hybrids.

The goal of this project is to create an engaging and informative 60–120 second video on the Ford C-MAX Hybrid that speaks directly to Californians. Ford is asking you to think of an inventive way to demonstrate all the wonders of the C-MAX Hybrid that will make residents of the Golden State take notice. We’re not talking about filming surfboards and yoga poses and then calling it a day. We are most emphatically NOT talking about that. Seriously, NO.

California is a complex place, and the communication needs to honor that. Remember, it’s not just home of the obvious: Hollywood, Haight-Ashbury, etc.; it's also the place that gave you food trucks, Twitter and Pixar. Avoid the clichés: no Valley-talk, no granola jokes, no Governator, no dot-com tech wizardry goofiness (unless you can show it in a really, really fresh, cogent way). This piece needs to speak to Californians in a way that respects their values, rather than simply saying, “We get you! Here’s Malibu!”

Here are some thematic areas that Ford research has discovered about their target customer:

1. C-MAX Hybrid owners and potential owners are "optimizers"  - They are actively engaged in life and are curious about getting more out of what they have.

 2. Californians like innovation, especially practical innovation – Have a story about the WHYS of the C-MAX Hybrid's innovations.

 3. Californians like knowing about the latest technology – Fortunately, the C-MAX Hybrid is stocked with interesting and unique features. Lots to talk about. 

 4. Californians aren’t "anti-American" - If you have a great story about an American brand, they will listen.

 5. Californians like facts  - Give them the data in a fun, actionable way.

 6. Californians pay a lot for gas – MPG is important.

 7. Californians are environmentally aware – And not just as a political stance. Air quality is an issue.

 8. Most importantly: BE AUTHENTIC - Be real. Tell a story grounded in real emotions. Goofiness, fantasy, whimsy are great, as long as they are coming from a human place.

Other than that, Ford is looking for work that will stand up and out. We’re interested in the undeniably novel. Don’t limit yourself to traditional car shots, or whatever you think a car commercial is. Because this is living online, you have more room to play.

If your idea takes a chance or two, narrative- or technique-wise, that’s okay. (Use good taste, obviously.)

--Key Marketing Messages:   

 • C-MAX Hybrid has great fuel economy (EPA-estimated rating of 47 city/47 hwy/47 combined mpg. Actual mileage will vary,)

 • C-MAX Hybrid offers better EPA-estimated miles per gallon and better horsepower than Toyota Prius v

 • C-MAX Hybrid has tech-savvy features, including active park assist

 • C-MAX Hybrid drives like a "real car" – good pickup and handling

Here are some additional C-MAX Hybrid facts:

 • Best-in-class (Small Hybrid Vehicles) total system horsepower – drives like a “traditional” car

 • Best-in-class (Small Hybrid Vehicles) passenger volume – it’s actually pretty roomy.

 • Available liftgate - it's hands free.

 • Available active park assist – the car virtually parallel parks itself!

Other key features:

 • Available SYNC with MyFord Touch® (push-button and voice-activated control of vehicle features, music, phone and environment)

 •  Intelligent Access with Push-Button Start (keyless entry)

 • Dual-zone climate control

 • Available rear view camera

 • Available rain-sensing wipers

 • Available panoramic fixed glass roof

 • Available iTunes® tagging and HD Radio^™

For more information on C-MAX Hybrid features please go to the following links:

http://www.ford.com/cars/cmax/

http://www.ford.com/cars/cmax/features/

--Tone: Authenticity. For the California market, it’s important that we don’t rely on California clichés. No surfboards, yoga silliness, etc. “California Authentic” in this case means technologically literate, pragmatic, and without a hard sell.

--Exposure: The video will initially run as online ads in California with the potential to run in other markets.

This project will be worth a total of $35,000 and consist of three phases, an Idea Phase, a Pitch Phase and a Video Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: STORY – Tell us your idea for a Ford C-MAX Hybrid Story in 500 characters or less. Stories must speak directly to Californians and appeal to both their sense of adventure and pragmatism. Three winning Story creators will receive $500 each.

The Idea Phase begins on 5/22/2013 and ends on 6/3/2013.

PHASE 2: PITCH – Using text (500 characters or less), images (storyboards), video, and external links (to other supporting assets, i.e., your reel, etc.), give us your Pitch (What Is a Pitch Phase?) for how YOU would go about producing a 60-120 second video based on one of the three winning Ideas or a completely new (wildcard) take. Remember, the brand has already vetted hundreds of Ideas and picked the three best, so if you’re doing something completely different here, it had better be good. There will be one winning Pitch which will receive a $8,500 production advance. The Pitch winner will be required to rent a C-MAX Hybrid and another vehicle (TBD) in the same class.  Please keep in mind that the minimum age requirment to rent a vehicle is 25 years old. The winner (upon submitting their Winner's Affidavit and IP Assignment) will also be GUARANTEED $22,000 following the delivery of their final Video. Remember, your Pitch can include any, and all, of the assets mentioned above and you MUST include a link to some of your previous video work on Tongal or elsewhere and a PITCH VIDEO explaining your take to be considered for this phase. In addition, feel free to provide links to inspiration of any kind (videos, art, music, etc.) Pitches will remain private until after the winner of the Video Phase is announced and the Project is complete.

 The Pitch Phase begins on 6/13/2013 and ends on 6/24/13.

PHASE 3: VIDEO – The winner from the Pitch Phase will create a 60–120 second video based upon their winning Pitch. Remember, the video maker will be GUARANTEED $22,000 upon submission of their final video.

The Video Phase begins on 7/10/2013 and ends on 8/13/13.

--Music: Tongal has linked up with Audiosocket, a boutique music licensing and technology company representing more than 2,400 emerging bands, composers and record labels. This is not "stock" music. It is an inventory of more than 40,000 original, culturally relevant songs and music that have been compiled into a premium roster. Audiosocket's music will be available to Tongal members at no charge solely for their incorporation into Tongal members' submissions to this Project. Tongal members are encouraged to browse the Audiosocket roster, available by clicking on the "Audiosocket" button on the right-hand side of this page. If you are interested in using a track from the Audiosocket roster, as described above, just add the track(s) you want to use to your cart using the "+cart" button, then click the "checkout" button. Enter the Tongal project name and click the "purchase and download" button to acquire the track for free ($0.00). Lastly, click the "download track" button, which will initiate the music file download. You may only use THREE Audiosocket tracks maximum as part of your video submission. 

1. The Video MUST not exceed 120 seconds in length. Preferred format is HD 720p 16x9.  Acceptable file formats are .mov, .avi, .mp4, .wmv. Acceptable codecs are H.264 (MP4), MPEG-4, H.263, MPGV, WMV, DivX.

2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

3. In the event you utilize any third-party materials, such as music provided by a third-party music provider, you must obtain full written license and consent from the owner of such third-party materials and provide such license and consent forms to Tongal.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Ford.

5. Submissions must not portray Ford in a negative way, the determination of which will solely reside with Ford.

6. Submissions should reference only Ford vehicles.

7. Videos must be in the English language or subtitled.

8. Limit 5 submission(s) per member, per phase.

9. Minimum 50 Pitches, or the contest will repost for 14 days.

10. Sponsor will be entitled to one reasonable round of revisions on the finished videos without providing additional compensation. Remember, it's easier to re-edit than reshoot, so try to get as much coverage as possible.

11. In addition to the standard Tongal W-9, Winner Affidavit, and IP Assignment, winning video creators MUST also provide Talent, Location, and Music Releases for all assets appearing in the video as well as the project files, editing sequence and an uncompressed quicktime .mov file in either Animation or ProRes 422 codecs at 1920x1080.

12. BY SUBMITTING A VIDEO ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES SOLELY THE PROPERTY OF TONGAL – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

13. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.