Team Detroit Takes Fresh Approach to Launch Fresh Ford Flex

Team Detroit Takes Fresh Approach to Launch Fresh Ford Flex

DEARBORN, Mich., Sept. 8 /PRNewswire/ -- Team Detroit and Ford Motor Company will launch the new Ford Flex advertising campaign this week. Backed by a robust, multi-tiered media plan and distinctive creative approach, the 2009 Ford Flex program was developed with a singular and precise focus -- to excite, stimulate and surprise the current crossover audience.

"The Ford Flex is electric. When you see it, it provokes a reaction," said Jim Farley, Ford group vice president, marketing and communications. "So the approach we took to launch the vehicle is unconventional and quite unexpected," said Farley.

"A vehicle this strong warranted a unique approach," said Toby Barlow, executive creative director and co-president of JWT Team Detroit. "For the Flex launch, we employed three new processes during our developmental cycle. Beyond just developing a brief, we also established a massive brand book which expanded far beyond the traditional style guide," Barlow said. "The brand book served as the 'Holy Grail' that all creative was measured against."

About the Campaign

The campaign kicks off nationally this week with two television spots that celebrate Flex's individuality. The provocative 30 second ads were directed by Mark Romanek, a distinguished music video and feature film director. Romanek has won more than 20 MTV awards, three Grammys, a Country Music Award and three Billboard Music Awards.

"Romanek helped us create a set of commercials which brought fictitious worlds to life in a vibrant and impactful way," said Usha Raghavachari, Ford crossover marketing communications manager. "We deliberately created ads that are unlike anything Ford has done in the past," said Raghavachari.

"We were handed a once in a lifetime product, and we wanted to celebrate the vehicle without having to hide behind complicated storylines or shiny, happy families," said Barlow.

Both spots ("Grid" and "Lights") offer a sophisticated, computer-generated imagery (CGI) tour of Flex's design and technological features, and are backed by the musical stylings of DJ Squeek E. Clean and the vocals of Santogold, an emerging singer/songwriter hailed by Rolling Stone magazine as one of the top 10 artists to watch.

Beyond traditional print and outdoor billboard executions, Team Detroit also developed 360 degree CGI animations which show almost every angle of the vehicle's features. The Ford Flex will also be featured digitally in Esquire's 75th anniversary edition. The October issue will be the first mass-produced print product to use electronic paper display technology.

"The whole team is very excited about the opportunity to be part of this momentous occasion," said Raghavachari. "This execution is a great example of how we're introducing the Flex to the world in a nonconformist manner. We're hoping that the issue literally jumps off the shelves to passersby," said Raghavachari.

Digital Animations

From a digital perspective, Team Detroit has created a series of CG-animated mini movies which were designed to entertain viewers, while informing them about the vehicles. The vignettes focus on the key elements of the Flex: design, interior packaging, safety features and engineering strengths. The movies can be found at www.fordflex.com .

Emerging Media

In the ever-increasing realm of emerging media, Team Detroit focused its efforts on creating four new applications for iPhone, Xbox, Dish and Yahoo! The Flex Xbox Live Branded Destination Experience and Xbox Marketplace Downloads allow gamers to download exclusive Flex Theme Packs and Picture Packs to their console, view Flex videos, photo galleries and get vehicle information.

The group will also be launching the Flex Dish Showcase which allows users to link out from Flex commercials or access the showcase through their interactive program guide. This showcase will allow viewers to look at Flex photos and videos.

Team Detroit also worked with Yahoo! for their Yahoo! Go Beta 3.0 mobile media launch. The program creates instant brand engagement on smart phones with pre-and-post-roll rich media featuring the new 2009 Ford Flex. Users will be able to click and view a mobile hosted Flex video through targeted banners running within the Yahoo! Go application.

The Late Late Show with Craig Ferguson

The Agency has also partnered with Worldwide Pants Incorporated to create branded content on CBS' "The Late Late Show with Craig Ferguson." Beginning Thursday, September 4, eight original episodes will air every Thursday featuring Flex branded content.

The skits will focus on Craig's cousin Angus (Craig Ferguson) and his band the Highlanderz as they journey from LAX to the CBS Studio. With bagpipe in tow, the group will no doubt encounter many hilarious situations as they arrive in America to take the country by storm.

THE LATE LATE SHOW with CRAIG FERGUSON airs weeknights (12:37-1:37 AM, ET/PT) following broadcasts of the "Late Show with David Letterman" on CBS.

About the Vehicle

The new Ford Flex will arrive in dealerships throughout the country this summer. With its signature side grooves, all-black glass area and distinctive multi-panel Vista Roof(TM), it is like no other vehicle on the road.

Flex offers spacious seating for seven passengers and has available a host of class-leading technologies, such as an integrated refrigerator between the second-row seats; SYNC, which is an advanced in-car system developed by Ford and Microsoft that voice-activates Bluetooth-enabled mobile phones and MP3 players' EasyFuel(TM) capless fuel filler; ambient lighting and a reverse camera system.

SIRIUS(R) Travel Link(TM) is available as part of the vehicle's voice-activated navigation system. It provides users with a suite of data services including continuously updated fuel price information for more than 120,000 gas stations.

Flex ranks among the best in its class for highway fuel economy, delivering an impressive 24 mpg on the highway. Pricing for the vehicle starts at $28,995, including destination.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 228,000 employees and about 90 plants worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com .

About Team Detroit

Team Detroit brings together five of WPP's largest marketing and communications agencies in one central location, including: JWT, Y&R, Wunderman, Ogilvy & Mather and Group M. Implemented in January 2007, WPP restructured its service offerings to offer best-in-class talent and more effective marketing partnerships to its client base in Detroit.

Team Detroit's client roster includes Bosch, Compuware, Dollar General, DuPont Automotive, Ford Motor Company, Oakwood Healthcare System, Shell, United Way of Southeast Michigan and White Castle. Located in Dearborn, Michigan, Team Detroit employs 1,400 people. Visit www.teamdetroit.com for more details.

First Call Analyst:
FCMN Contact:

Source: Team Detroit

CONTACT: Jay Ward, Ford Motor Company, +1-313-845-2387,
jward35@jaguarlandrover.com; Brad Bobenmoyer, JWT Team Detroit,
+1-313-615-3195, brad.bobenmoyer@jwt.teamdetroit.com

Web site: http://www.teamdetroit.com/
http://www.ford.com/
http://www.fordflex.com/

NOTE TO EDITORS: Go to http://media.ford.com for news releases and high-resolution photographs.

---

Profile: International Entertainment