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22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Ad of the Day: Ford's wellbeing push urges drivers to address the 'elephant in the transit'

Ford has launched its latest push in collaboration with mental health campaign Time To Change in a bid to encourage more people to speak openly about their wellbeing.

Created by GTB, the drive hopes to reduce the stigma of conversation around the topic after a study showed that one in four people experience mental health problems each year, and half of those say the isolation is worse than the condition.

Andy Barratt, Ford of Britain chairman and managing director, said: "As the market-leading car and van brand in the UK, Ford is an important part of society and we want to use that relationship to reach as many people as possible and encourage them to ask one simple question – ‘is everything OK?"

The creative spot sees two men sitting in a Ford van together having a trivial conversation about evening plans and dinner, when one realises the other is more withdrawn.

During the conversation, there is an elephant sat between the pair, a metaphor for the awareness of something not being right with one of the parties in the conversation.

At this point, rather than ignoring it, the driver pulls over and asks his companion what's wrong leading to a conversation that could potentially save the others life. As soon as the friend turns and says "talk to me mate", the elephant leaves the van symbolising the relief of a weight from the van and the person suffering.

A Ford engineer, Matt Loynes, who suffered with mental health issues but came through with the support of his friend has praised the campaign noting the realness of having a chat in a vehincle with a friend because "it's like your own private bubble".

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