Ford Motor Co.'s Ford Division, Detroit, on May 16 launched the TV portion of the estimated $30 million blitz for its all-new Sport Trac sport-utility/pickup hybrid. The :30 ran on NBC during "The Tonight Show With Jay Leno." J. Walter Thompson USA created the commercial, which shows mountain climbers in action running through a checklist of equipment. The final item is Sport Trac, which is shown hanging from cables off the face of a high mountain and dubbed by the voice-over as "essential as gear gets."
Copyright May 2000, Crain Communications Inc.