Ford CEO Nasser in new TV recall ad

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Ford Motor Co. CEO Jacques Nasser appears in a new 90-second TV spot breaking Aug. 28. The Ford executive updates consumers on Bridgestone/Firestone's tire recall, which mostly affects owners of Ford's popular Explorer sport utility vehicle. More than 1 million Firestone tires have been replaced (since Firestone started the recall of 6.5 million tires Aug. 9), Mr. Nasser says in the spot. "That's good progress, but not good enough.''

Ford convinced Firestone competitors Goodyear Tire & Rubber Co., Michelin North America and Continental General Tire to double capacity so more replacement tires will be available. Ogilvy & Mather's Dearborn, Mich., office wrote the script with production handled by sibling WPP Group agency J. Walter Thompson USA, Detroit. The spot will run for a week nationally on broadcast and cable TV as well as in targeted spot markets. Mr. Nasser appeared in a 60-second TV spot on the recall the week of Aug. 21.

Copyright August 2000, Crain Communications Inc.

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