Ford removed the sneaker squeaks from basketball game broadcasts to showcase its no-skid technology

GTB Brasil came up with the unusual product plug

Published On
Aug 26, 2019

Editor's Pick

Dunks, dribbles, no-look passes, and plenty of sweat aren’t the only staples of basketball games. There’s also the constant squeak of sneakers on the court, the absence of which would make for a strange viewing experience when watching a game on TV. That’s what recently happened to b-ball fans in Brazil during a curious stunt from Ford and agency GTB.

During all five games of the recent finals of the Brazilian Basketball League, Ford worked with Fox Sports and ESPN to remove the sound of sneaker squeaks for a minute during every quarter of the showdown’s broadcast. At that time, the announcer stepped in with a product plug, likening the squeaks’ disappearance to Ford Ecosport’s electronic stability control tech, which helps eliminate car skidding on the streets. A banner then directed viewers to Ford’s site for more info. 

Credits

Date
Aug 26, 2019
Client :
Ford
Agency :
GTB
Executive Creative Director :
Vico Benevides
Creative Director :
Rodrigo Strozenberg
Creative Director :
Denis Peralta
Copywriter :
Andre Savastano
Copywriter :
Cauique Johnson
Art Director :
Leandro Bechara
Art Director :
Thiago Nascimento
RTV :
Marina Fridman
RTV :
Yasmin Mattos
Account :
Andre Cruz
Media :
Rafael Amorim
Media :
Thamyris Bueno
Media :
Giorgio Christiano
Filmmaker :
Regis Fernandez
Production Company :
Dirty Work Factory
Audio :
Cabaret

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