he formula for a car advert: follow a pre-designed structure, throw in a brand ambassador, shoot the film on great locations or add women for that glamour quotient.

The new Ford Fusion commercial doesn't have any of the above. It opens with a group of people from the company and the creative agency discussing the new campaign. The men from the agency suggest places like Australia or South Africa for the shoot. The executive from Ford is not impressed and tells them about the new features for which he expects people to buy the Ford Fusion. "They are going to buy it because of its new look, high ground clearance, extra space�" he says. The person from the agency suggests that the film be shot in the Sahara but he shuts up when he is told to make an ad without any nonsense. The voiceover anno-unces: The new Ford Fusion - the no-nonsense car.... more