Advertisement

Rough road

Published/Aired: 
December 2006
 Rough road

Description

The projects purpose was to allow drivers to experience the Ford pickup's attribute of softness on hostile surfaces. In order to achieve this, several floor graphics were imprinted with cracks, snow and/or mud in various city streets. Next to them, a road signal that read "This is how it feels, Ford Ranger" was placed. Drivers drove through a difficult road without feeling it; situation that led them to experience the unique softness of riding in a Ford pickup. The floor graphics were placed in lateral streets and parking areas with speed limits that didn't exceed 10 kilometers per hour, with the objective of looking out for the driver's safety.

Advertising Agency: JWT Santiago, Chile
Creative Directors: Matias Lecaros
Art Director: Matias Lecaros
Copywriter: Matias Lecaros
Illustrator: Ricardo Salamanca
Photographer: José Claro / Agencia Cuatro
Additional credits: Andres Mardones
Log in or register to post comments
Salet's picture

I wonder if any people freaked out when they came up to it. Cool ambient.

Salet
Activity Score 288
Copywriter
ivan's picture

I love ads that give you a new experience.

ivan
Creative Director at Ads of the World
klaussnow's picture

seems loose, what happens when it catches like a carpet and flips over
That's the sort of ambient I'm talking bout..

klaussnow
Activity Score 1645
Art Director |

... its already been done...

mapliopl's picture

yeah, hopefully they were well attached to the ground...

mapliopl
Activity Score 146
Art Director at Bailey Lauerman
Boas ideas's picture

Maravilloso! Aunque quizas tenga algun detalle de logistica. Ejm.
Se debe ensuciar romper pero imagino que tendra su tiempo de duracion
suficiente para impresionar a muchos carros.
9/10

Boas ideas
Activity Score 265
Creative Director
denrae's picture

go jwt!

denrae
Activity Score 83
Copywriter at The University of Texas at Austin |

_____

the worst creator will always be better than the best critic.

daniel_glezmilan's picture

it looks really cool, i hope that it works as well.

daniel_glezmilan
Activity Score 284
Copywriter at http://danielglezmilan.blogspot.com/ |

www.danielglezmilan.blogspot.com

Blahg's picture

heh - "Ford Ranger: See how it feels to drive a fake SUV." Very catchy. :)

Blahg
Activity Score 616
Copywriter
fractalrene's picture

Cool, well thought. I like these kind of 'living inside the ad' experiences.

fractalrene
Activity Score 1504
Copywriter
nyzz's picture

veryyyy niice....

nyzz
Activity Score 84
Art Director |

"Add an Ad"
http://sinoko.blogspot.com/

washiam's picture

WOWYAH!!!!

washiam
Activity Score 443
Art Director
Toni's picture

Quite fresh. I really like it and hope it gets some medals.

Toni
Activity Score 106
Art Director at Art director
JUST ANOTHER Guest's picture

really kool. they shud hv kept the matt graphic semitransparent in th first two feet. tht wud hv taken it to more real view. gr8 wrt...simply liv'in it.

JUST ANOTHER Guest
akharwatkar's picture

Very cool. I like.

You know, if they had done this in India, they would have saved a ton of money on setting up the roads the way they have. We have bad, pot-holed roads like these everywhere! Then again, nobody would notice these signboards then!

@#$%^&*

www.bhejaafry.blogspot.com
www.ashishak.blogspot.com

akharwatkar
Activity Score 79
Copywriter
Michal Zak's picture

wunderbar!

Michal Zak
Daniel_James's picture

I think it's fantastic and really well executed. But is this actually legal to create i.e. using fake road signs? I thought you weren't allowed to mess with public signage as it could cause accidents.

Either way, it's very well done. Great tone, gets the message across nicely and I know I'd love to see it on a road.

Daniel_James
andrej dwin's picture

usually I don"t trust such ambient ideas (that they were really made)
but here I appreciate their attention to detail like the placing in areas with speed limits of 10kmh.
superfresh thinking!

http://checkthistrick.blogspot.com
*the best skate/snow/surfing videos and pictures.
*updated daily!

andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells
http://www.adarena.net

itch's picture

not bad..

itch
Activity Score 806
Graphic Designer |

* it's not how good you are. it's how good you want it to be *

kalpesh78's picture

awesome thought.. .love it

kalpesh78
Activity Score 2578
Art Director |

ideas....30 minutes nahi toh free.

sicosico's picture

trucho, pero bueno.

sicosico
Guest's picture

esta medio trucado no? algunas por lo menos.

Guest
Barkach's picture

I liked the quote pretty much, specially for this website:

"The worst creative will always be better than the best critic"

Barkach
Activity Score 200
Creative Director at DDB Venezuela |

http://yonoveotele.wordpress.com/

j2mango's picture

so simple, but its very strong!

j2mango
Activity Score 534
Other
sakibafridi's picture

probably sounds like repetition at this point, but very nice. wish i'd done it.

sakibafridi
Activity Score 167
Art Director |

------
http://www.sakibafridi.com

AdEater's picture

Cool idea.
Salamanca is a great artist.
Cheers

AdEater
ooops's picture

"i need a ford ranger to go forward"

ooops
Activity Score 448
Other
Featured Content

Latest Collections

Advertisement