Every basketball fan knows that shoes squeaking on the court is just a part of the game. The sound is linked to the sport, especially on televised games. Ford decided that taking away that sound would bring some attention to the auto maker’s EcoSport AdvanceTrac and its Electronic Stability Control technology that helps to prevent skidding on the streets.
So Ford Brazil did just that – it worked with sound engineers to remove the shoe squeaks from the NBB (the Brazilian Basketball League) finals. It removed sneakers squeaking on the court during one minute of every period, so every time the sound was off, the game announcer talked about the car and the no-sound experience, while an on-screen banner showed the car, its price and the site where people could read more about the technology.
The crossover SUV sponsored the entire basketball season on Fox Sports and ESPN and ended the partnership with that unique brand experience.
Agency GTB Brasil also made promo banners for the event, with basketball-friendly phrases “Cross-Over Meets Cross-Overs” and “No Squeak, Yes Swish.”
Executive Creative Director: Vico Benevides
Creative Directors: Rodrigo Strozenberg, Denis Peralta
Copywriters: Andre Savastano, Cauique Johnson
Art Directors: Leandro Bechara, Thiago Nascimento
RTV: Marina Fridman, Yasmin Mattos
Account: Andre Cruz
Media: Rafael Amorim, Thamyris Bueno, Giorgio Christiano
Filmmaker: Regis Fernandez
Production Company: Dirty Work Factory