MEDIA CHOICE: Ford Mondeo's tactical advertising around the Ferguson/Beckham boot incident

Anne-Marie Crawford, a reporter for Campaign, selects Ford Mondeo's tactical advertising around the Ferguson/Beckham boot incident.

"The Daily Express doesn't make the right lifestyle statement about me so I don't take it on a regular basis, you understand, but this little tactical ad caught my eye as I was flicking through the office copy the other day. The David Beckham/Sir Alex Ferguson dressing room spat sent the media into the mother of all feeding frenzies and Ford grabbed the opportunity to show it was an advertiser with its finger on the popular pulse. The Mondeo's campaign strategy is safety, which dovetailed neatly with the idea of Fergie seeking sanctuary from the wrath of Beckham's wife Posh. And hats off to Ogilvy & Mather, which showed that though it may be big, it is still capable of a bit of nifty footwork of its own when necessary."

Client: Ford

Medium: Daily Express

Media planning and buying: Tony Evans at MindShare

Creative: Vicki Maguire and Sue Higgs at Ogilvy & Mather

Brief: Link the Mondeo's safety reputation to an event that captures

people's imagination and catches them off guard