Ford

How come gas is the only product in the world that never goes on sale?

That's the premise for this Ford campaign that uses the tagline: "The only way to pay less for gas, is to pay for gas less. We created it with our partners at Team Detroit. And it was directed by Neil Tardio at 3rd St. Mining Company.

  • Division of Labor often partnered with other agencies to work on campaigns. Our friend Toby Barlow was running Ford at Team Detroit and they needed a campaign about the importance of low gas mileage cars. Division of Labor is one of the top advertising agencies in San Francisco. And we always base our thinking on simple human truths. Car campaigns have been talking about their low-mileage vehicles for years, but all the details never got to the truth; the only way to pay less for gas is to pay for gas less.

    The tagline isn’t a classic short pithy tagline, but it’s the truth. And it drove us to this campaign. Still one of my favorites.

  • Neil Tardio got a hold of the boards and loved the idea. So we flew down to LA and started casting. He was coming off another car campaign so he had a crew all lined up. But casting was everything on these spots. Because we had the scripts, but actors who can adlib brought the whole thing to life. Division of Labor is one of the top ad agencies in San Francisco and we like to think our focus on the details is what sets us apart from the rest.

  • I did! I had a Ford Fusion for a while and it was my son’s favorite car ever. I think because it had that parallel park assist feature before a lot of other cars and that was pretty cool.