This Man Ate a Ford Kuga, to Sample Its Delicious Materials, in Brand’s First ‘Taste Drive’

Eric Leclerc digests his biggest project to date

Every automaker says it uses the best materials. But how do you really know unless you try them? And by try, we mean eat.

Ford Motor Co. in Israel wanted to demonstrate the quality of the Ford Kuga's glass, steering wheel, seats, etc. So, it got Canadian illusionist Eric Leclerc—who is also apparently omnivore who'll eat anything, edible or not—to consume parts of the Kuga and report back.

It's all captured in the exceedingly odd video below, in which the sounds of Leclerc chewing on glass might well put your nerves on edge. 

This is one of those stunts that's so divorced from reality—and so lacking in the very usefulness it claims to be offering—that it's tempting to just dismiss it. But the agency says the real goal here is just to get consumers familiar with the vehicle, which suffers from lack of awareness. And so, a silly stunt like this is probably a fine way to go.

Ford says Leclerc found the car "absolutely scrumptious," though we guarantee is wasn't as tasty as this famous Skoda Fabia.

CREDITS
Client: Ford Motor Co.
Agency: BBR Saatchi & Saatchi
C.E.O: Yossi Lubaton
Executive Creative Director: Jonathan Lang
VP-Creative Director: Eran Nir
Copywriter: Oded Nadir, Idan Levy
Art-Director: Tal Leshetz- Abugov, Ori Hasson
VP-Group Account Head: Ben Muskal
Account Supervisor: Alon Goldman
Account Executive: Ori Ben-Dror, Chen Halpern, Gil Gershon
Chief Strategy Officer: Shai Nissenboim
Strategic Planning: Lora Goichman
Head Of Production & Content: Dorit Gvili
Producer: Alon Shmoelof
Creative Coordinator: Eva Hasson
Digital Creative Director: Maayan Dar
Social & Digital Director: Idan Kligerman
Social Media Editor: Aviv Melamed
Studio Digital: Tomer Gilat, Yaron Keinan, Michael Shely
ZenithOptimedia: Limor Dahan, Mor Berman, Chen Drori, Eyal Katzaf, Saar Simis
Director: Yoram Ever-Hadani
Production: Mialma
Client: Delek-Motors LTD
Marketing Communications Manager: Yogev Weiss
Head Of Digital Marketing: Matan Arad
Training Manager: Gal arbel