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A few weeks ago, auto enthusiasts Clay Smith and Rob Scafidi were posting random comments on the car blog Jalopnik about the 2013 Ford Fusion. The next thing they knew, they found themselves zooming along L.A.'s Mulholland Drive with professional racer Tanner Foust, host of BBC's Top Gear, behind the wheel of a Fusion, all part of an ad campaign that debuts today on Jalopnik and its sister Gawker Media site Gizmodo.
"Consumers don't want to hear the brand talking at them or even the voice of the brand," said Erica Bigley, digital media manager for Ford Motor Co.