Rough road

December 2006

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

Comments (27)

Log in or register to post comments
Salet's picture
Activity Score 288

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

ivan's picture

I love ads that give you a new experience.

klaussnow's picture
Activity Score 1645

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

... its already been done...

mapliopl's picture
Activity Score 146

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

Boas ideas's picture
Boas ideas
Activity Score 265

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.

denrae's picture
Activity Score 83

go jwt!

daniel_glezmilan's picture
Activity Score 284

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

Blahg's picture
Activity Score 616

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

fractalrene's picture
Activity Score 1504

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

nyzz's picture
Activity Score 84

veryyyy niice....

washiam's picture
Activity Score 443


Toni's picture
Activity Score 106

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

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.

akharwatkar's picture
Activity Score 79

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!


Michal Zak's picture
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.

andrej dwin's picture
andrej dwin
Activity Score 937

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!
*the best skate/snow/surfing videos and pictures.
*updated daily!

AdArena: Sex Sells

itch's picture
Activity Score 806

not bad..

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

kalpesh78's picture
Activity Score 2578

awesome thought.. .love it

ideas....30 minutes nahi toh free.

sicosico's picture

trucho, pero bueno.

Guest's picture

esta medio trucado no? algunas por lo menos.

Barkach's picture
Activity Score 200

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

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

j2mango's picture
Activity Score 534

so simple, but its very strong!

sakibafridi's picture
Activity Score 167

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

AdEater's picture

Cool idea.
Salamanca is a great artist.

ooops's picture
Activity Score 448

"i need a ford ranger to go forward"