“Butts in seats”. That’s what drove this highly successful and often repeated campaign.

 

As Ford was rolling out new, more competitive cars and SUV’s, we lamented that too many consumers thought of Ford as only a Truck company.

 

How to get competitive owners to test-drive Ford cars and trucks that they didn't even know existed? Simple…take away their vehicles and give them a Ford to drive for a week.

 

This idea led to literally hundreds of TV spots over

the course of 3 years. Most featuring Mike Rowe

and Cristian de la Fuente.

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Named IAG Research's  "Best Automotive Retail Campaign" in 2010.