Toddler uses hands-free tailgate in Ford campaign for C-Max

Ford has created a campaign to promote its C-Max model as a family car featuring a toddler in a treasure hunt.

The campaign was created by Blue Hive and kicked off with social media videos around the white lies that parents tell their children.

The TV ad follows a toddler as he looks for a stuffed toy and makes use of the hands-free tailgate. The campaign will run on outdoor and print channels too.

Paloma Reed and Alex Bower handled the copywriting, with Nick O’Brien and Yonca Yilmaz leading art direction.

The spots were directed by Owen Harris and Dan Ruttley through Outsider & Feed.

Steve Clarke, the executive creative director at Blue Hive, said: "What better way to see the world than through the eyes of children?

"Their directness and delightfully unfiltered perspective gives everything a refreshing tint. This new campaign captures this in a number of ways. In the end, it just makes us smile."

This article was first published on


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