FORD CEO TURNS PITCHMAN IN NEW CAMPAIGN

Spots for Division Highlight Upcoming Centennial

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Reaching back to the company's roots.
DETROIT (AdAge.com) -- Ford Motor Co. CEO Bill Ford will appear in four 60-second brand spots for Ford Division, the automaker announced today at a presentation for the new campaign.

The campaign, from WPP Group's J. Walter Thompson, Detroit, arrives Feb. 25 on three broadcast networks and several cable channels in prime time.

Company with 'soul'
Mr. Ford appears only for a few seconds, but narrates the spots, which shift between black-and-white and color footage of the nearly 100-year-old automaker's vehicles and employees. "We're a company that

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has a soul," Mr. Ford says in one of the spots.

Costs weren't disclosed, but this is the division's major ad push the year, so spending is expected to be at least $100 million as the look of the campaign expands to its vehicles.

"We want to make sure we've got the [Ford Division's] Blue Oval shining brightly," Mr. Ford told employees at today's presentation at the marketer's Dearborn, Mich., headquarters.

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