Ford Motor Co.'s Ford Division, Dearborn, Mich., on March 8 launches a second flight of live TV spots for the entry-level Focus car. No celebrity succeeds Annabelle Gurwitch, co-host of TBS' "Dinner & a Movie," who starred in the spots from J. Walter Thompson USA, Detroit, from September until early November. Ford last fall promised a new look in the 2000 spots, but last week had no comment on specifics. Ford was criticized for the first round of live spots, but said network rules of 24-hour notice of scripts led to the lack of spontaneity of the live commercials. The new TV spots will have an interactive element.
Copyright February 2000, Crain Communications Inc.