Ford Motor Co. inked an estimated $3 million underwriting deal with AtomFilms, as co-producer of three short films starting Jan. 22 at the Sundance Film Festival. The Ford Focus small car appears in all three films. Ford's agency, J. Walter Thompson USA, Detroit, helped co-produce the films, which AtomFilms says will be promoted in online and offline syndication. The deal makes good on a drive by Ford's Jim Schroer, VP-global marketing, to create a buzz about the carmaker's vehicles via non-traditional media.
Copyright January 2001, Crain Communications Inc.