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Saudi Arabia’s King Salman this week issued a decree allowing women to drive for the first time—effectively ending the Gulf kingdom’s status as the only country in the world to ban women from driving.

A number of auto advertisers quickly jumped on the news (politics aside, they were surely happy to see an immediate spike in potential users of their product). But none did so quite as cleverly as Ford.

SA VW

SA Nissan

SA Ford

In a tweet yesterday, the automaker posted an image of a woman’s eyes in a rear-view mirror, surrounded black rippled material that’s evocative of a veil. “Welcome to the driver’s seat,” says the copy.

The beauty is in the simplicity—an advantage the Ford work had over competing efforts from brands like Nissan and Volkswagen.

It’ll be interesting to see how these are perceived by the local culture. Nissan perhaps has a reason for its non-visual ad? Unfortunately, can’t read its tag line in Arabic.

 

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Source: adweek.com, pictures from twitter.com/EricTrager18

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