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Old 10-28-2002, 08:23   #1 (permalink)
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Ford Goes The Extra Mile In Sponsoring 24

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Ford is sponsoring the season premier of Fox's 24 without commercial interruption, a measure usually reserved for more special programming. Ford has done the tactic before such as its decision to run ads only at the top of the hour during coverage of the 9/11 anniversary and the first network broadcast of Schindler's List. For 24, a three-minute commercial will run at the top of the show and at the back end, so the suspense drama can run uninterrupted. At the top of the broadcast, series star Keifer Sutherland appears on camera to thank Ford. Ford division vehicles have also been integrated into the series, and will pop up as the season unfolds. The commercials have been created specifically for the real-time series in which the 24 episodes play out one whole day in the lives of the actors. The opening three-minute commercial shows people in various Ford vehicles from early morning until 1:30 in the afternoon, while the second "montage" ad at the end of the show shows people from the afternoon to the evening. The day starts out, for example, at 6:15 a.m. with country singer Toby Keith in an F-Series truck, and closes out at night with a Focus in urban settings as the sun is going down. In keeping with the show's format, a time indicator in the commercial says what time of day it is. "It's not only important what you have to say in advertising, but more and more itís how you say it," says marketing con******t Dennis Keene. "Between the long form commercials, which are much better than most 30 second spots, and the gesture to viewers of not interrupting a dramatic show, it leaves viewers with a very good feeling about Ford."
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