This ad is part of an ongoing radio campaign called 'Beware Of Parts Unknown' designed to convince Ford drivers to only visit their Ford dealership for parts and service (like buying new tires). Ford's point of difference in tire sales in Canada is that they'll help find the tires that best suit your unique driving habits. The VO actor has been consistent throughout the campaign.

Overall, this campaign exceeded expectations:

- Those familiar with Ford service. UP 16%

- Favourable opinion of Ford Service. UP 5%

- Consideration of Ford Service. UP 10%

- Intention to service at Ford. UP 16%

- Being the only place customers would choose to service their vehicles. UP 7%