How do you show that the Ford Kuga is made only from the finest material? How do you tell people it's the most premium and quality crossover in its category? How do you show off details, like the leather seats, the soft cushioned steering wheel, the tinted glass and the special engine belt, without being boring?

Call mega illusionist and omnivore extraordinaire, Eric Leclerc and have him eat it! He is Canada's two time magic champion and even better known for his peculiar predilection for eating glass. So Ford Kuga invited him to feast on their car and tell the audience exactly how well made (and how absolutely scrumptious) he thinks the Ford Kuga is. It's grrrrreat. Sorry, wrong ad. Eric, on the other hand, might be a little crazy.

Agency: BBR Saatchi & Saatchi Air Date: 6.4.16 C.E.O: Yossi Lubaton Executive Creative Director: Jonathan Lang VP-Creative Director: Eran Nir Copywriter: Oded Nadir, Idan Levy Art-Director: Tal Leshetz- Abugov, Ori Hasson VP-Group Account Head: Ben Muskal Account Supervisor: Alon Goldman Account Executive: Ori Ben-Dror, Chen Halpern, Gil Gershon Chief Strategy Officer: Shai Nissenboim Strategic Planning: Lora Goichman Head Of Production & Content: Dorit Gvili Producer: Alon Shmoelof Creative Coordinator: Eva Hasson Digital Creative Director: Maayan Dar Social & Digital Director: Idan Kligerman Social Media Editor: Aviv Melamed Studio Digital: Tomer Gilat, Yaron Keinan, Michael Shely ZenithOptimedia: Limor Dahan, Mor Berman, Chen Drori, Eyal Katzaf, Saar Simis Director: Yoram Ever-Hadani Production: Mialma Client: Delek-Motors LTD Marketing Communications Manager: Yogev Weiss Head Of Digital Marketing: Matan Arad Training Manager: Gal arbel

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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