For the New Focus
DETROIT--Live television, which had its heyday in the 1950s and a resurrection in the late '70s with a TV show since gone to seed, is coming back with a unique campaign from Ford for its new Focus model.
J. Walter Thompson, Detroit, debuts the first of more than 60 live spots with three commercials shot and shown during the Sept. 9 MTV Video Music Awards. The tag for the Focus, aimed at young car buyers who consider themselves hip, is, "Live it. Live" (Adweek, June 28).
The spots will feature Annabelle Gurwitch, host of TBS' Dinner & A Movie. Additional spots will air through March 2000. Subsequent shoots will be determined just prior to the air dates in order to keep them topical, said Jan Klug, Ford marketing communications manager.