Ford Motor Co. will launch a radio-advertising pilot campaign for safe driving Jan. 10 in three markets. Ogilvy & Mather, Dearborn, Mich., created a trio of 60-second radio spots. The commercials poke fun at drivers who don't follow basic safe-driving techniques. One discusses aggressive drivers in which the announcer describes the female driver as "in need of some decaf.'' In another, the announcer dubs the male driving without a seat belt "an absolute blockhead'' because he thinks his chances of getting in an accident are "one in a gazillion.'' The campaign in Atlanta, Detroit and Washington will run through March during morning and afternoon drive times. Ford says the pilot may be expanded to other cities.
Copyright December 1999, Crain Communications Inc.