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- The new 2009 Ford Flex marketing campaign launches this weekend with creative executions as unique as the vehicle itself.
- Ford teamed up with award-winning director Mark Romanek and up-and-coming musical artist Santogold to create television ads that celebrate Flex's individuality.
- With its signature side grooves, all-black glass area and distinctive two-tone roof, Flex is like no other vehicle on the road.
DEARBORN, Mich., June 6, 2008 - The new 2009 Ford Flex's unique, multi-faceted marketing campaign launches this weekend, with multi-media outreach that reflects the distinctive personality of Ford's newest crossover vehicle.
"The Ford Flex is electric. It provokes a reaction, so the approach that we're taking to launching the vehicle will be unconventional and quite unexpected," said Jim Farley, Ford group vice president, Marketing and Communications.
The campaign kicks off with television ads celebrating Flex's individuality that begin airing Sunday in select markets throughout the country. The provocative 30-second ads were directed by Mark Romanek, one of the industry's most celebrated directors of music videos.
Romanek has won more than 20 MTV awards, three Grammys, a Country Music Award and three Billboard Music Awards. He has directed numerous music videos for artists including Johnny Cash, Coldplay, Janet Jackson, Mick Jagger, Jay-Z, Nine Inch Nails, Beck, Fiona Apple, Lenny Kravitz, Madonna, Red Hot Chili Peppers and R.E.M. Romanek also directed the feature film "One Hour Photo" with Robin Williams.
"Romanek helped us create a set of commercials that are a visual treat," said Ford Crossover Marketing Communications Manager Usha Raghavachari. "The ads are unlike anything Ford has done in the past, and that's very deliberate."
The TV spot, titled "Grid", offers a sophisticated, computer-generated tour of the Flex's design and technology features, backed by engaging music by up-and-coming musician Santogold. It can be previewed on the Ford channel on YouTube.
Santogold is an emerging singer/songwriter and producer for Downtown Records, a subsidiary of Warner Music and Atlantic Records. Hailed by Rolling Stone magazine as one of the top 10 artists to watch, she released an eponymous solo album earlier this year, earning strong reviews from critics including the New York Times, which wrote, "Singing in a haunting, sensual wail...she adds a layer of softness to an unusual mix of synthesizers, dance hall rhythms and percolating new wave."
She recently finished a European Tour, played at the 2008 Coachella Festival in California and has been featured in Fader, Rolling Stone and Spin. The Flex spots will feature vocal two tracks (L.E.S. Artistes and Say Aha) from her debut album.
"Santogold's distinctive, urban style is the perfect fit for Flex because she brings unique energy to her music," said Raghavachari.
Print and outdoor ads for Flex launch this weekend as well, with unique opportunities for customers to experience the Flex firsthand planned for major cities throughout the summer.
The digital component of the Flex marketing campaign may be the most unique facet of the plan. Ford created four computer-generated animations - mini movies - that present information about the vehicle in an entertaining way.
These will focus on the key elements of Flex - its design, interior packaging, safety features and engineering strengths. All four feature voice-overs from the Chief Designer Richard Gresens and Chief Engineer Gary Boes.
The digital animations will be featured on www.fordvehicles.com in mid-June. They also will be included in online media.
The new Ford Flex is scheduled to arrive in dealerships throughout the country this summer. With its signature side grooves, all-black glass area and distinctive multi-panel Vista Roof™, it is like no other vehicle on the road.
Flex offers spacious seating for up to seven passengers and 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™ capless fuel filler; ambient lighting and a reverse camera system.
SIRIUS® Travel Link™ 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 fuel economy, delivering an impressive 24 mpg on the highway. Pricing for the vehicle starts at $28,895, including destination.
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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.
