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Old 01-22-2003, 12:50   #1 (permalink)
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Ford Brand Debuts New Ad Campaign

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DEARBORN, Mich., Jan. 22, 2003 – Ford Division is inviting consumers to discover what millions of owners already know with a new advertising campaign featuring its entire lineup of cars, trucks and SUVs.

The national campaign, “If You Haven't Looked at Ford Lately … Look Again," features an original song by recording artist Randy Newman. The music and the ad invites consumers to take a closer look at the Ford products and attributes that make the brand so strong.

"In preparing for our centennial, we took a long look at where we've been during the past 100 years and where we want to go," said Rich Stoddart, Ford Division marketing communications manager. "This new campaign will inspire consumers to do the same."

Randy Newman's original song includes the lyrics, "It's no mistake when the choice you make leads you right to your own backyard … Some folks have remembered what others have forgotten …

(It's) right there in front of your eyes my friend … If you haven't looked at Ford lately, look again."

The 30- and 60-second television campaign will debut on Sunday, Jan. 26 immediately after the Super Bowl on the hit ABC television show, "Alias."

The full-line ad will run throughout the first quarter interspersed with current Taurus, Focus, Explorer, F-Series and Expedition spots using the same tag line. New individual product spots will follow in the second quarter.

The four-page print campaign will begin running Monday, Feb. 3 in several national publications including, People, Sports Illustrated, Newsweek and Time. The first page features a thought-provoking visual of a viewfinder, similar to those used at tourist attractions, with a line from the Newman song, “It’s right there in front of your eyes.”

The subsequent pages feature the Ford Focus, F-Series and Expedition, highlighting each vehicle's unique product advantages. The ad emphasizes the superb driving dynamics of the Ford Focus, the power and towing capabilities of the F-Series and the electronic, flat-folding third row seat on the Expedition.

The campaign was developed by Ford's agency partner, the Detroit Office of J. Walter Thompson, USA, Inc.

"The Ford brand is being redefined with sophisticated ride and handling characteristics, refined and comfortable interiors, industry-leading safety systems and quality improvements. There's never been a better time than now to take another look at Ford," said Stoddart.
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