Ford Plans Divisional Campaign


DETROIT Ford Motor Co.'s Ford division will debut a national campaign featuring an original song from Randy Newman following Sunday's Super Bowl.

A new tagline: "Look again" (Adweek, Nov. 25) invites consumers to take a closer look at the new styling and product attributes on its vehicles, said Rich Stoddart, Ford division marketing communications manager. The campaign is from J. Walter Thompson, Detroit. Media is placed by Ford Motor Media, a WPP Group unit.

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 -- right there in front of your eyes, my friend -- If you haven't looked at Ford lately, look again."

The 30- and 60-second spots will air immediately after the Super Bowl on ABC's "Alias." The full-line ad will run for the next three months 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.

A four-page print campaign begins Feb. 3 in national publications including: People, Sports Illustrated, Newsweek and Time. The first page features a visual of a telescopic viewfinder, similar to those used at tourist attractions, with a line from the Newman song, "It's right there in front of your eyes." Subsequent pages feature different Ford vehicles.