Cannes Lions

FORD C-MAX

OGILVY & MATHER, Brussels / FORD / 2008

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The brief: Ford launched a 5 seconds Radio campaign to announce that their ESP system (ELECTRONIC STABILITY PROGRAM) is available on 5 of its Ford models (S-MAX, C-MAX, TRANSITY, GALAXY and MONDEO).The concept: You can slip up in life but you won’t slip up on the road (thanks to the ESP system). In French, the term slip up (déraper) has a double meaning which describes both a verbal slip up as well as skidding on the road.

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