We chose “El Hormiguero” because it is a prime time show with a great audience.The show’s producer and Mindshare reached an agreement to integrate the new FORD C-MAX as a brand in the TV Show.The action began with the arrival on the set of “The Man in Black” driving the new FORD C-MAX. He told the audience he knew “how to levitate his own car through the power of the mind”. Then, the audience saw how the new FORD C-MAX was raised into the air by following the directions of “The Man in Black”.The creative execution is based on using two different FORD C-MAXs.A real one real and a fake one, created a 1:1 scale with a bag filled with helium.We combined the fake and the real on a live show to strengthen the credibility of a real car capable of flying.

Thousands of calls crashed the TV channel’s switchboard asking for the truth.This action is part of the launch which has positioned this car as the leader in the compact multi- purpose vehicle segment with 18.9% market share in February 2011. In 2010 this car had 7.4% share and was ranked the 9th in its segment.