The Ford S-max Campaign Tells Men "Don't Be the Minivan Guy"

By: Meghan Young - Published: Aug 23, 2012 • References: saatchi & ibelieveinadv
The Ford S-Max campaign makes an important appeal to men from all walks of life: "Don't be the minivan guy." It hilarious depicts exactly what this type of guy would be. A straight-laced soccer dad, he is that forgettable man who drops their kids off at school and is always at work on time.

Conceived and executed by BBR Saatchi & Saatchi, an ad agency based in Israel, the Ford S-Max campaign was art directed by Kamil Mekhti with creative direction by Eran Nir. Although it markets a minivan, which would seem to go against the message the car company is trying to send, the Ford S-Max campaign effectively shows that this one is much different from others. Specifically, it's sporty. Stats for Soccer Dad Ads Trending: Older & Mild
Research: 1,157 clicks in 192 w
Interest: 0.8 minutes
Concept: Ford S-Max Campaign
Related: 55 examples / 42 photos
Segment: Neutral, 18-55
Comparison Set: 20 similar articles, including: film-inspired concept cars, graphic design cookies, and classroom-friendly standing desks.