Ford Division will air more than 60 live commercials over the next six months featuring comedian Annabelle Gurwitch, host of TBS' "Dinner & a Movie."
Ms. Gurwitch will be shown traveling around the country in a Ford Focus. The first three live spots debut Sept. 9 during the "MTV Video Music Awards Show." Additional live spots will run through March on network prime-time programs that attract young audiences.
"Doing the Focus commercials live is a perfect fit for people who live their lives in a fast-paced '24/7' style," said Bruce Rooke, executive creative director at Focus agency J. Walter Thompson USA, Detroit.
The Internet will play a part in the live campaign backing the successor to the Escort, with Webcasts of the Focus commercials reaching people simultaneously via their computers. Online viewers will be able to interact by offering ideas