Ford Uses Stones Song in New Spot

DETROIT — A new spot from J. Walter Thompson for Ford Motor Co.’s Ford division features the opening riffs of the Rolling Stones song “Start Me Up.”

The 30-second spot shows the division’s entire vehicle lineup. It will debut Jan. 1 shortly after midnight on NBC’s “The Tonight Show With Jay Leno” and other New Year’s Eve programming.

The song “really gets your blood pumping,” said Steve Lyons, Ford division president, in a statement. “We picked it to send the message that Ford’s back–with a vengeance.”

The automaker said it believes this is the first time “Start Me Up” has been licensed to an automotive company. Financial terms were not disclosed.

Microsoft previously used the song in 1995 in a campaign for the launch of Windows 95 software.

The spot will continue to air during the first two weeks in January on college football bowl games, the NFL playoffs and on prime-time TV. Creative includes messages about product features and consumer incentives that are available.

Six other versions of the spot will air regionally in spot buys. Radio is also planned.