Optical illusion

Ford shows how easy it is to park.




To enjoy this ad (and get a little bleary-eyed) from BBR Saatchi & Saatchi for Ford Israel, click on the image, then stare at the black dot in the blue car for 30 seconds. Then swing your eyes to the empty parking spot to see the effect promoting Ford Explorer’s park assist feature. Even though it’s a bit reminiscent of early-web-days chain email letters (looking at you, friend that sent me the see Jesus link) and 30 seconds feels like a lot of time to be asking a consumer on the street to divert from their smartphone, there is still a bit of ‘wow’ factor to these optical illusions (does anyone ever bother to read up on how these things work?). Given the gaggle of AR’d, QR and NFC-coded OOH out there, it’s a little refreshing to see a low-tech effort that might still make passersby blink in disbelief. Although, having tried it, we wonder if  we need an eye assist feature, because not every “parking” attempt went down that well.


Brand: Ford Explorer
Agency: BBR Saatchi & Saatchi
ECD: Naday Pressman
CD: Eran Nir
Copywriter: Idan Levy, Sharon Rafael
Art Director: Oren Amiran
VP Account Group Head: Hagai Liran
Account Supervisor: Yogev Weiss
Account Executive: Ori Ben Dror
Illustrator: Ido Hirshberg