BBR Saatchi & Saatchi found a rather unusual way to demonstrate how the Ford Kuga is “Made from only the finest material.”
The agency tapped illusionist Eric Leclerc, who is well-known for eating glass, to eat various parts of the car (or appear to, at least) in “The Taste Drive.”
Leclerc introduces himself, saying, “for years I’ve been eating everything” before expressing his excitement at getting to “taste the Ford Kuga.” He makes his way through the steering wheel (an “incredible combination” of a smooth, soft outer layer and strong, dense center core), the glass (which had a kind of coating he’d “tasted on sunglasses before), the seats (a “surprising blend of fabric and leather”). When he attempts to eat the engine belt, however, he’s finally met his match, admitting, “I can’t eat that’ (not something he’s exactly used to saying). It’s a bizarre approach, for sure, but it succeeds in demonstrating the quality materials that go into the vehicle. And we’re guessing most viewers won’t soon forget seeing a man eat various car parts.
Leclerc fans, meanwhile, will remember that he couldn’t take down that darn engine belt.
Credits:
Agency: BBR Saatchi & Saatchi
Air Date: 6.4.16
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