Bartle Bogle Hegarty New York wins $30m SUV work
NEW YORK - Bartle Bogle Hegarty New York has won a $30m account to create a one-off campaign promoting the safe use of SUVs in the US after a three-way pitch.
The account is being run by the Florida Attorney General's office and is funded from a $51.5m settlement over an ad for Ford's SUV that was found to be misleading.
The settlement was between Ford and officials of the 50 states, the District of Columbia, Puerto Rico and the United States Virgin Islands. According to the New York Times the officials, led by Florida's office, had charged that Ford's advertising for sport utilities like the Explorer misled consumers about their safety.
According to a report, Bartle Bogle Hegarty beat Publicis & Hal Riney in San Francisco and Euro RSCG Tatham Partners in Chicago to scoop the one-off campaign.
The US has regulations governing the way sports utility vehicles are advertised, saying that they can not be shown to handle in the same way as cars or encourage overloading.
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