Tough guy

Ford presents the official tough guy shaving kit.


advertiser: Ford Motor Company; F-Series Trucks
agency: Y&R
copywriter: Matt Fraracci
AD: Jason Evans
ACD: Bruce McKay
group account director: Josh Folliott
account supervisor: Matt Sinuita
associate account executive: Amanda Perri
VP, production and studio services: Antoinette St. Angelo
studio services director: Jennifer Reid

To reinforce Ford’s ‘Built Tough’ positioning, Y&R created this ‘Ultimate Tough Guy Shaving Kit.’ Yup, it’s a piece of sandpaper. They were handed out at Home Depot stores across Canada to guys that would potentially drive a Ford truck…and shave with sandpaper. Because razors are for wimps.


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