MW-Ford_Brand_60-99.qxp 24/7/06 11:09 am Page 62 Location photography The choice of location should follow a number of simple rules. Namely, the location should be: credible, contemporary and modern in attitude; modern suburbia(but not steel and glass); aspirational and accessible; cultivated and civilised. A location should reflect an accessible dream for the consumer. It should portray a location that a new Ford would enable them to experience. Avoid over-emphasising the location. It is no more than a stage for the vehicle. 62