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Published on Friday, July 04, 2008
By Gregory J. Wilcox
Ford Motor Co.'s ad campaign for its new Flex vehicle is titled "CPR for the Dead of Night" - an edgy slogan for a series of avant-garde commercials spotlighting the seven-passenger crossover.
Ford plans to shoot five of the commercials and to air them only in the major markets where they were filmed. The Los Angeles commercials, shot at an art gallery, restaurant and bar, aired Thursday night in three 60-second spots. It's unclear whether they'll be repeated in the days and weeks ahead.
Eric Peterson, Ford's crossover communications manager, said the company wants to position the Flex as being hip enough for a night out on the town as it is for running errands.
"After dusk is when a kind of unique energy comes alive," he says.
Ford hopes the Flex will energize sales. This week the Detroit automaker reported that its U.S. sales fell 28 percent in June compared with a year ago. Sport utility vehicle sales plunged more than 50 percent
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