In Ford, we launched the Ford Duty Free concept as when you buy a Ford now, you don’t have to pay the tax. To launch this concept we produced some radio commercials with the idea of 'People like you more (if you’re) duty free'.

We thus created different situations in which one of the characters is an object or an animal incapable of carrying out the task he is supposed to perform. But as he is a duty free object or animal everyone likes him, regardless of his condition.