Stay in your lane in bed, thanks to Ford's lane-keeping tech

Brand worked with product design collective Espadaysantacruz on bed-hogging project

Published On
Feb 19, 2019

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Ford may not automatically be the brand that comes to mind when thinking about how to share a bed with your partner. Nevertheless, the car marque says it's trying to keep the peace between bed-hogging couples in its latest campaign.

To promote its car lane-keeping technology, Ford worked with 1stAveMachine's product design and directing collective, Espadaysantacruz, to create a way to keep couples to their side of the mattress. 

The "Lane-Keeping Bed" uses motion control apparatus, a revolving mattress and pressure sensors to shift sleeping partners who roll out of position during the night, and invade their bedfellow’s space, back into their original position. The mattress automatically revolves to centre the errant sleeper. 

The prototype bed is being promoted via social videos rolled out online. Ford cites sleep experts who say we make between 12 and 20 positional changes during the course of the night, and claim that sleep deprivation is major problem in today’s modern life and relationships. Of course, it's a great way of reminding viewers about its driving features, too. 

“Lane-Keeping Aid in our cars can make driving easier and more comfortable. We thought that showing how similar thinking could be applied to a bed, would be a great way to highlight to drivers a technology that they might not previously have been aware of,” says Anthony Ireson, director, marketing communications, Ford of Europe, in a statement.

The project is part of an ongoing series of product design initiative called "Interventions" via Ford in-house agency GTB. A previous initiative involved a "noise-canceling dog kennel" and a third is to be announced later this year. 

 

Credits

Date
Feb 19, 2019
Client:
Ford
Agency:
GTB
Production Company:
1staveMachine
Project Management:
Nerea Goikoetxea
Project Management:
Juan Santa-Cruz
Project Management:
Miguel Espada
Design:
Alejandro Lopez Bravo
Design:
Carlos Delgado
Engineering:
Miguel Espada
Engineering:
Alvaro Gordo Ruiz
Film Direction:
Juan Santa-Cruz
Film Direction:
Nerea Goikoetxea
Director of Photography:
Tulio Ferreira
Production Services:
TRAMPOLINE
Production Manager:
Nacho Perez de Guzman
Edit & Color :
Espadaysantacruz Studio
Equipment:
Welab + Adisar

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