The new Ford Fiesta was launched as the perfect escape from today’s `couch-potato’ lifestyle.

The `get out more’ positioning was initially communicated through classic, above-the-line work.

As the campaign evolved, it was later supported with concepts specially created for use in viral advertising.

“Burp” is one of two viral ads conceived using a character who represents today’s lazy, homebound society. Our guy’s antics in each commercial reiterate the need to get out more.

Both the concept and execution were kept as simple as possible to ensure a smaller file size, thus helping the mpeg to be viewed and passed on, via email, more easily. The ad was sent to a local database to kick start the project. It was also hosted on Punchbaby and Lycos, where it was available to be downloaded by visitors to the websites, enabling them to then send it on to mates.