Should your TV ads and DM look like matching luggage?

Working in partnership with our fellow agencies within the Ford “blue team”, the new Ford Fusion car was launched as “The small car that demands respect”.

The TV ad was a lovely piece of work. But when it came to print, our team challenged the idea of simply following the same creative concept.

Targeting the family market, we negotiated use of Roger Hargreave’s most disrespectful character, Mr Rude. The result was a Mr Men book that told the story of how Ford’s small car got this offensive character to behave himself. The book, plus a standard enquiry form, was sent out as a pack to a database of potential buyers.

Response to the piece was fantastic. Our team has never looked back when it comes to making print work its best to support a message, rather than simply looking like a print “version” of other media.