Hidden-camera style advertising stunts can be hit and miss, but we promise this one will warm the cockles of your heart. If you've got two minutes, watch it.
As the main sponsor of the UEFA Champions League, Ford is on the lookout for the next champions to win a spot at the Inter Milan youth training camp.
To promote this, Wunderman Lisbon created a stunt based on the classic tale of King Arthur and the Sword in the Stone – the 'Excalibur Cup'.
The agency placed a cup in the middle of a street with a challenge to lift it – the catch was, magnets on the underside kept it held firmly in place for all but the worthy.
So, it's an American car brand drawing on a British legend to promote an Italian football team in Portugal. Why not?
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at firstname.lastname@example.org
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at email@example.com