Ford Cleverly Uses Vertical Video to Demonstrate Its Blind Spot Capabilities

Smart use of the format

Headshot of Angela Natividad

Thanks to Snapchat, vertical video is now how young people—and thus, ad people—do mobile video. But there are always moments in a trend when an advertiser doesn't just follow along, but breaks it down and uses the mechanics to meet its own ends. 

This is one of those times. To promote the Ford Edge's Blind Spot Information System [BLIS], BBR Saatchi & Saatchi in Israel created a mobile ad that, like Geico's unskippable ads for preroll, might change how other advertisers see vertical video. 

The mobile ad appeared on Facebook and features a car driving down a road, right between the black bars that frame horizontal videos viewed vertically—playing to people who can no longer be bothered to turn their phones sideways. 

It then asks, "Want to see what's in your blind spot?"

Two fingers reach out and pull the black bars away, revealing a hidden motorcyclist right in blind spot territory. 

The ad does a nice job of using vertical video to explain what BLIS is—a feature that lets you see within your blind spots—without having to say much at all. 

Per BBR Saatchi & Saatchi, the post got over 600,000 views in just four days. Not bad for the work of a few seconds. 


Client: Ford

Agency: BBR Saatchi & Saatchi

Chief Executive Officer: Yossi Lubaton

Chief Creative Officer: Jonathan Lang

VP Creative Director: Eran Nir

Social / Digital Director: Idan Kligerman

Copywriter: Shushu E. Spanier

Art Director: Aia Kujnitzy Bechor

Group Account Head: Ben Muskal

Account Supervisor:  Chen Halpern

Account Executives: Gil Gershon, Hadar Goren

VP Production & Content: Dorit Gvili

Production manager: Maya Palmon

Strategic Planning Supervisor: Lora Goichman

Planner: Roie Gortler

Creative Coordinator: Eva Hasson

Traffic Director: Ronit Doanis

Studio manager: Yaron Keinan

Production Company: Tifferet Films

Head of Production: Doron Lahav

Director: Shushu E. Spanier

DOP: Guy Mador

DOP Assitant: Ori Aloni

Editor:Matan Cohen-Grumi

Ford driver: Paz Alush

Motorbike driver: Hai Tal

Production's Assistants: Shoham Baruch, Tal Bar

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.