Ford Motor Co.'s Ford Division, Detroit, announced today it will use live TV ads to introduce the Focus, Ford's successor model to the Escort. Ford will air more than 60 live commercials over the next six months featuring comedian Annabelle Gurwitch. She will be shown traveling around the country in her Ford Focus. The first three live spots will debut Sept. 9 during the "MTV Video Music Awards Show." Additional live spots will run through March on network prime-time programs that attract young audiences. "Doing the Focus commercials live is a perfect fit for people who live their lives in a fast-paced '24/7' style," said Bruce Rooke, executive creative director at Focus agency J. Walter Thompson USA, Detroit.
Copyright August 1999, Crain Communications Inc.