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December 21, 2006

FORD’S NEW 2007 EDGE URBAN ADVERTISING: HIP-HOP STAR KELIS WILL ‘PUSH IT TO THE EDGE’

Grammy-nominated singer Kelis will star in a new urban marketing campaign to promote the all-new 2007 Ford Edge crossover.

Kelis creates a new song “Push it to the Edge” specifically for the campaign.

The Edge urban marketing campaign will begin airing on Dec. 20 with major radio, print, television and Internet outlets throughout the USA.

Ford Edge

Photo: The Ford Edge is announced as a finalist for the North American Truck of the Year Award at the Detroit Economic Club meeting on Wednesday, December 13, 2006. The winners will be announced on January 7, 2007 at the North American International Auto Show.

DEARBORN, Mich. – The all-new 2007 Ford Edge goes into overdrive this week with an urban marketing campaign featuring Grammy-nominated singer Kelis. Consumers will hear the hip-hop artist “Push it to the Edge” with a new song about Ford’s bold crossover vehicle in ads that begin airing Dec. 20.

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Kelis will kick off her new relationship with Ford on Dec. 18 in New York City at her husband’s, rap icon Nas’, black and white ball in New York City to celebrate the release of his new album, “Hip-Hop is Dead.” Ford will give partygoers a glimpse of the new advertising campaign created by The Uniworld Group - Detroit.

The five-passenger 2007 Ford Edge has a bold design with a stylish, functional and clever interior. Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures and distributes automobiles in 200 markets across six continents.

“With a bold style that breaks the rules, Kelis is the perfect spokesperson for the Edge urban marketing campaign,” said Jeri Ward, Ford Edge marketing manager. “Our target buyer can easily relate to Kelis’ sharp and sophisticated style.”

“I am an informed buyer who likes to shop around for what I like,” said Kelis. “I prefer bold designs and that’s what I see when I look at the Edge. I believe it was built to defy expectations and change people’s perceptions, two concepts that have helped me define who I am.”

On Dec. 20, the Edge campaign featuring Kelis will begin with a creative radio spot featuring the song that Kelis created specifically for the campaign titled, “Push it to the Edge.” The song flows with a strong hip-hop beat to the following lyrics:

So clean in my Edge

Steady headed to the spot
Speakers bump thump thump
All you hearin’ on the block

I live life loud
Cause that’s the only way to live it
I push it to the Edge
Never stop at the limit.

The spot also features a cameo introduction of Kelis by hip-hop DJ Funkmaster Flex. The spot will air on national syndicated radio shows like The Steve Harvey Morning Show and The Tom Joyner Morning Show. Kelis is scheduled to participate in various Edge sweepstakes giveaways on these shows beginning in February.

The Edge urban television commercial, titled “On the Edge,” stars Kelis and features the song. The ad opens with the Edge making a red carpet appearance in front of a captive paparazzi crowd. The photographers cannot keep their lens off the Edge as the optional panoramic Vista Roof™ slowly opens to reveal Kelis dressed to impress for a VIP event. The ad will begin airing in late December on major television networks throughout the USA.

The Kelis song and the new urban Edge campaign will be an integral part of Ford’s new urban Web site, www.fordurban.com. The Web site will begin in late December with a targeted focus toward Edge buyers and eventually extend to the entire Ford brand line-up of car, trucks, SUVs and crossovers.


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Edited & Posted by the Editor | 7:30 PM | Link to this Post






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