To promote the Ford Edge's innovative Blind Spot Information System and prove its utility to drivers, we decided to hack consumers' video viewing habits and provide them with a demo they wouldn’t be able to ignore.

We would disguise our vertical video as a horizontal one.

Leveraging the growing popularity of the vertical video format on Facebook, we launched a mobile commercial that creatively used the two standard black crop bars that appear in regular horizontal ads. When playing the video, the black bars which initially cover portions of road drivers would not see unless they had BLISS, fall away to reveal how the car's advanced system would capture them.

1.5 million views (in a country of just 8 million people)

+7% increase in traffic to Ford's minisite