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A big debut for Fiesta ads

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A big debut for Fiesta ads

BY BRENT SNAVELY

FREE PRESS BUSINESS WRITER

Ford plans to launch a multifaceted advertising campaign for the Ford Fiesta on "American Idol" tonight with a commercial featuring the music from pop-inspired folk/rock band Edward Sharpe and the Magnetic Zeros.

Advertisements for the Fiesta will include the tagline, "It's a pretty big deal," and will tout features such as seven standard air bags and its fuel economy.

The Fiesta is a big deal for Ford because it is the first time since 1997 the automaker has sold a subcompact car in the U.S., and it is part of the automaker's goal to become known as a manufacturer of high-quality small cars.

"It really is a great demonstration of Ford's re-entry into the car market in terms of product leadership," said Chantel Lenard, Ford's group marketing manager for cars.

The "American Idol" commercial begins when two people sitting in a Fiesta press the car's push-button start, prompting acrobats, sky divers and unicycle riders to tumble onto a city street.

The whimsical music and quirky advertisement is designed to help Ford appeal to millennials, or drivers born between 1979 and 1995. Edward Sharpe and the Magnetic Zeros' hippie-induced sound and the song "Janglin" fit what Ford was looking for, said Toby Barlow, executive director of Team Detroit, the ad agency that created the ads.

"It just feels very spontaneous," Barlow said.

The Fiesta -- to arrive in dealer showrooms by early summer -- starts at $13,994 as a four-door sedan and $15,795 as a hatchback.

Ford will continue to market the Fiesta online with videos starring some of the 100 "Fiesta agents" who took part in Ford's social media campaign last year. In one of those videos, a zombie chases people through a forest. Only the owner of Fiesta is able to escape.

Ford also plans multicultural advertisements aimed at Hispanic and African-American consumers. Sales of small cars within both groups are greater than the industry overall, said Matt VanDyke, Ford's director of U.S. marketing communications.

"This is the biggest car launch of the year," for Ford, VanDyke said.

link:

http://www.freep.com/article/20100518/BUSINESS01/5180320/1210/A-big-debut-for-Fiesta-ads

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