Ford uses optical illusion to let consumers 'park' phantom car
Many print ads are lucky if they warrant a fleeting glance. This ad for Ford demands at least 30 seconds of your time, or you'll miss its point entirely.
The ad for Ford’s Explorer SUV uses optical trickery to let consumers "park" an illusory image of a car between two parked cars.
The copy reads: "Stare at the dot in the car for 30 seconds, move your eyes to the empty parking space. See how easy it is to park."
As well as providing some much-needed respite from the often tired conventions of car advertising, the ad should also be commended for maximising dwell time.
Say it takes the consumer 10 seconds to clock the ad, read the copy, another 30 seconds of staring at the dot, 10 seconds or so to "park" the car, then another 10 to contemplate the experience – that’s around a minute or thereabouts of engaging with the ad.
Even if it doesn't quite convey the actual experience of using the Explorer's Park Assist automated-parking technology, it is still a clever gimmick that lodges in the memory.
Brand: Ford Explorer
Agency: BBR Saatchi & Saatchi
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Brand Manager Ball & Hoolahan £40,000 + Car/ Car Allowance, South East England
- Creative Director, PR Agency, London Office + Great Benefits Fleishman-Hillard Up to £100,000, dep on experience, London (Central), London (Greater)
- Head of Digital & Social - Dublin / London The Great & The Good In the region of £60,000 - £65,000 per annum, Dublin
- ACCOUNT DIRECTORS - Integrated/ATL/TTL/BTL/SP/Shopper/Retail - London - up to £50k Judi Patton £40k-£50k plus excellent benefits, London (Central), London (Greater)
- Group Account Director - Experiential Agency The Great & The Good £70,000 - £75,000 per annum, London
- SENIOR ACCOUNT DIRECTOR/GROUP ACCOUNT DIRECTOR - shopper marketing agency - London Judi Patton £50-65k dependent on experience plus benefits, London (Central), London (Greater)