Rugrats Go For A Ride

Ford Motor Co.’s Lincoln-Mercury division is teaming up with the Rugrats cartoon characters in a joint promotion linked to the Rugrats movie scheduled to open in November.
Young & Rubicam, Detroit, Lincoln-Mercury’s national agency, is putting together a print and TV campaign tying the all-new ’99 model Mercury Villager minivan to the Rugrats, said Ian G. Beavis, Lincoln-Mercury’s marketing communications manager. The spot, which Beavis called “hysterical,” combines animation and live action.
An animatic version of the Mercury Villager spot was recently shown to dealers, who “absolutely loved it,” Beavis said.