The title of the advert is a play on words. ‘Pardon the Foley’ would normally be ‘Pardon the folly’ as in, ‘excuse the mistake’. Foley is a sound effect created live by a person, known as a Foley Artist.In an environment of ever decreasing disposable income, genuine car parts make way for their less reliable, cheaper counterparts without much thought being given to the implication.

To reinvigorate the image of genuine parts, we decided to illustrate our point with the outdated practice of Foleys, which, in many ways, symbolise the dubious quality of other parts... They sound semi-genuine and appear to aid in telling the story, but they just don't add as much as they should.Juxtaposing the Foleys with professional SFX, we created a unique, audible embodiment of the difference between genuine parts and their mediocre counterparts.