In early Spring of 2011, Ford of Spain found itself with an ample stock of vehicles, in particular Fiesta and Ka models, which it needed to get rid off. We were asked to produce a low cost, seasonal television campaign, focusing on the communication of a competitive price. In addition, given the youthful character of the models whose sales they wanted to increase, they informed us that the target was of eminently university age.Adding up youngsters and Spring was enough for us to come up with a powerful insight: "We all go a bit soft in the head in Spring". Next, we added the outstanding prices Ford was offering. As a result, we obtained the creative concept: "We are a bit soft in the head".