The problems that advertisers face when they are making an advert for TV are that viewers can easily switch it off. Therefore, they have to make it much more interesting by trying to fit a very appealing story line into a thirty second advert. The Ford-Mondeo campaign has skilfully done this by advertising 'SAFETY', but in the format of a horror film. The people who make the advert know that when you are watching a film, you have to focus your full attention on to understand it, so they made the advert in this layout in the aim of making it short and arresting so that people watching it will pay attention in order to understand it.