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Conquer the ice

Agency Network: 
Published/Aired: 
October 2010
Ford:  Conquer the ice
Ford Print Ad -  Conquer the ice

Description

Print advertisement created by Dedicate, Sweden for Ford, within the category: Automotive.

Caption

Conquer the ice. Get new tires for better grip.

Advertising Agency: Dedicate, Gothenburg, Sweden
Creative Director: Klas Ekstrand
Art Director: Marc Zacharoff
Copywriter: Torbjörn Wannerfelt
Illustrator: Bobby Works
Photographer: Thérese Ny
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Highest Rated

Billoughsby's picture

Without a headline set in an Emigre typeface from 1990, slapped, too large, right in the obvious space, I think we might respect this a little more. Poorly handled type can wreck a simple, one-joke ad like this.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Guest's picture

Cool!

Guest
Guest's picture

Cool!

Guest
jackmancer2017's picture

Maybe 10 years ago but I think it doesn't really work.

jackmancer2017
Guest's picture

where do i start... the crappy art direction or the crappy idea?

Guest
Guest's picture

Result don't change: it smells of sh..

Guest
Guest's picture

awsome!

Guest
Guest's picture

Good Design, Bad Idea. Subaru!,

Guest
Guest's picture

There's some over-the-top exaggerated that works and then there's this.

Guest
krautland's picture

yuck.

krautland
Activity Score 3214
Art Director at erm... no calls please.
whitewhite's picture

Dint someone did it really..i puling a Boeing for real and advertsied dat, though it wasnt about grip. But that was more powerful. And dat ws years ago

whitewhite
Activity Score 251
Copywriter
Guest's picture

Like the art not the idea

Guest
Billoughsby's picture

Without a headline set in an Emigre typeface from 1990, slapped, too large, right in the obvious space, I think we might respect this a little more. Poorly handled type can wreck a simple, one-joke ad like this.

Billoughsby
Activity Score 5154
Art Director |

That's it.

Anonymous Author's picture

Visual illustrates horsepower, copy reads tires... unresolved tension.

Anonymous Author
Activity Score 1541

Write a wise saying and your name will live forever – Anonymous.

http://www.anonymousauthor.co.nz
www.twitter.com/@anonauth

Roger Keynes's picture

Schtick, yes.
Sell, no.

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

www10's picture

Cool!

www10
Activity Score 18
Adaddicted's picture

not so cool

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

Guest's picture

There seems to be a lack of attention to detail as well - if the car is towing something that heavy, the tow-cable wouldn't be hanging even slightly slack.

Guest
Jupiter's picture

Which one are they trying to sell...the tires, service center or the car? hmmm...confusing.

Jupiter
Activity Score 547
Artifarty |

commenting just to gather more pencils:-)

Michaelsmagic's picture

the ad bring me back to the 1980s....

Michaelsmagic
Activity Score 261
pez's picture

My god, this doesn't deserve to be published... I cannot believe Ford did it...

pez
Activity Score 1804
Creative Director
Guest's picture

Nice idea and good execution.

Guest
Dzsoi's picture

To do this, you need horsepower AND gripping tires. I don't hate this... I guess they are saying that even with Ford you need gripping tires in the winter to take adventage of Ford's horsepower. Pay a visit at their service center and change your summer tires.

Dzsoi
Activity Score 8611
Copywriter
Guest's picture

It's a bit of fun, it ties right into the current 'kinetic design' brand value, and it's on-message.

@Dzsoi - no, to do this you need TORQUE and gripping tyres. Of course you need power, but torque is more important for hauling heavy loads.

Guest
Dzsoi's picture

Okay, you seems to know it better :) All I was saying you need the CAR's performance and you need the suitable TIRE for this - I was defending the ad.

Dzsoi
Activity Score 8611
Copywriter
Guest's picture

had an orgasm... excellent.

Guest
LeeMoh's picture

Good.
Ford can't be better.
I bet most of the negative guys here are looking for jobs.

LeeMoh
Activity Score 424
Guest's picture

I totally agree.

Guest
Guest's picture

Good good

Guest
Guest's picture

Super una buena publicidad

Guest
JCSaiKrishna's picture

The body copy read as talking much about tyres which is not highlighted visually...

JCSaiKrishna
Activity Score 725
Copywriter at Ogilvy & Mather |

http://twitter.com/JCSaiKrishna
I'm excited to know my mistakes!

Ahmed Bahaa's picture

bad photoshop

Ahmed Bahaa
Activity Score 408
Art Director at Saatchi & Saatchi |

Ahmed Bahaa
http://behance.net/bahaa

Guest's picture

Now that's easy, can't you just explain it further ???? went to your site, not really a retouching expert either ...ever heard of perspective ??? For the record, i have nothing to do with this campaign, i just hate your type of comments.

Guest
Guest's picture

Haha word!

Guest
Guest's picture

love it and hate it

Guest
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