Ford removed the sneaker squeaks from basketball game broadcasts to showcase its no-skid technology
GTB Brasil came up with the unusual product plug
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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