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Ford and Mercury are taking different approaches in bringing their 2002 Ford Explorer and Mercury Mountaineer models—sibling SUVs with similar parts but different styles—to market.
Six Mountaineer TV spots from Young & Rubicam, Irvine, Calif., begin airing April 16 and show the vehicle in urban settings. The brand’s target audience doesn’t pretend to be outdoor enthusiasts, negating the need for the usual show of SUV brawn, said Deborah Wahl, Lincoln Mercury marketing communications manager.
The Explorer gets more rugged treatment in a TV spot being shot in Iceland by J.
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