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Ford Motor Co.'s Ford Division is launching its 1998 model advertising over the next few weeks. A whimsical Ranger spot (top) uses The Monkees' theme song, yet puts more emphasis on tough by adding the "Built Ford tough" truck tag (AA, Aug. 18). The division's calendar 1998 ad budget will rise by 11%; Ford is expected to spend $610 million this year. The first of 17 spots from the Detroit office of J. Walter Thompson USA broke Sept. 21 on national TV. Ford hopes this fast-moving Americana montage spot woos thirtysomething buyers (the average Mustang owner is 41). An Explorer spot from UniWorld Group, New York (bottom), will run during general-audience programs such as ABC's "NFL Monday Night Football." A spread touting "Ford Choice," a new step-pricing and positioning program for Escort, Contour and Taurus, breaks in weeklies at the end of the
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