The theme revolved around the concept "Rock the road" and the slogan "We don't imitate. We innovate. We dominate. We Build Ford Tough" referring to the Ford truck being the King of the road and unapologetically dominating the road. The Atlas was hidden behind a wall built out of Styrofoam tingling the excitement of the media and other attendees. Ford Marketing Director, Paul Anderson, improvised a theatrical skit with the driver while the Ford Atlas crashed through the wall and the Ford Atlas Concept was revealed for the first time in the Middle East. (Agency Blink Experience)