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Ford tackles mental health stigma among men in its new campaign with mental health charity Time to Change.

GTB UK’s idea was a top ten finalist in Channel 4’s Diversity in Advertising competition and the agency brought it to life despite not winning the contest. The TV ad begins with two men sitting in a Ford Transit with an elephant occupying the space between them, symbolising the burden and difficulty of talking about mental health. The driver senses his colleague has something on his mind and pulls over the vehicle to talk, causing the elephant to fade into the background. The ad will air across channels including ITV2, Sky2 and Sky Living, and Ford and GTB UK have signed the Time to Change pledge to destigmatise mental health within both organisations.