Does size count? Believe it or not (?!), Israeli men are stuck in the belief that bigger is better. And when it comes to car engines, history has proven that to be true…
…Until Ford launched its Eco-Boost engine. Inside the new Ford Edge, this is a little engine that’s as powerful as its larger predecessors.
But, you could tell men that size doesn’t matter forever without achieving the desired result.
So BBR Saatchi & Saatchi did something else:
“Our idea in two words: Napoleon Bonaparte. Under the message, ‘Who you callin’ tiny,’ we decided to draw a parallel between one of the smallest but undoubtedly most powerful and daring men that ever lived, and the performance of the Ford Edge Eco-Boost engine.”
Creative credits:
Agency: BBR Saatchi & Saatchi
Executive creative director: Nadav Pressman
Creative director: Eran Nir
Copywriter: Becky Malakov
Art Director: Ori Hasson
Illustrator: Ido Hirshberg
Photoshop artist: Yaniv Shahar
