View Full Version : Ford Edge Shows Refinement, Performance In New Ads By Acclaimed Director David Mamet

04-29-2007, 01:51 AM

Acclaimed writer and director David Mamet brings his signature style to two new ads for the hot-selling Ford Edge crossover: “Quieter than a Lexus:” and “Quicker than a BMW.”
The new ads, which debut on American Idol tonight, continue the confident tone of the successful Ford Challenge marketing campaign which has directly led to increased sales of the Ford Fusion, F-150 and Expedition EL.
The Ford Edge has become one of the fastest-selling crossovers and now rivals established competitors from Japan.

DEARBORN, Mich. April 17, 2007 – Award-winning writer and director David Mamet has brought his signature style to two new television ads that will tell American Idol fans tonight that the hot-selling new Ford Edge is “Quieter than a Lexus” and “Quicker than a BMW.”

“The inspiration for the new ads came from customers who traded in expensive imports and were delighted with the refinement and performance of their new Ford Edge,” said Barry Engle, general manager, Ford Division Marketing. “The design, innovation and capability of our vehicles will always be front and center, inviting consumers to take a closer look because we know that when they do, they are always surprised by how much we offer.”

“Ford Challenge” Drives Sales Results

The confident tone found in the ‘Ford Challenge’ series of ads will carry over into the new Edge spots. The Ford Fusion, Expedition EL and F-150 all have enjoyed very strong sales so far this year.

Following on the heels of the successful “Fusion Challenge” ads, the Ford Fusion posted another record in March, with sales climbing 48 percent compared to a year ago. The ads focus on two consumer events held with subscribers of Car and Driver and Road & Track, where the Fusion V-6 all-wheel drive ranked ahead of the Honda Accord and Toyota Camry V-6 models in key areas like “styling, “handling” and “fun to drive” after head-to-head comparison tests.

Ford Expedition sales have increased seven months in a row, with March sales up 28 percent versus year-ago levels. Expedition EL was featured in two spots entitled “Exercise” and “Work Out,” which use humor to highlight the advantages of Expedition’s easy to use, flexible seating configuration – especially its class-exclusive one-touch power-folding third row.
The Ford F-Series posted it highest sales month in March since August 2006, and outsold the new Chevrolet Silverado and redesigned Toyota Tundra combined. Ford has partnered with Mike Rowe, creator and star of the Discovery Channel’s “Dirty Jobs” to explore the dirty side of earning an honest living. Rowe is featured in two spots. In “Boxed,” the Ford F-150 easily tows an 11,000 pound trailer, while it takes two trucks from the competition to pull the same load. In “Leaf Spring,” Rowe is at a landscaping site helping load massive amounts of landscaping material into the bed of the F-150. The F- Series is the only truck in its class that can carry 3,050 pounds, 890 pounds more than the closest competitor.

David Mamet’s First Commercials

Famed playwright and feature film director David Mamet makes his television commercial directing debut with two new Ford ads which feature two Ford Edge drivers discussing their vehicles while parked alongside one another on the road. “Quieter than a Lexus” highlights the fact that the Ford Edge beat the Lexus RX350 in a quietness test. “Quicker than a BMW” showcases Edge’s ability to outpace the BMW X5 in a 0-60 mph acceleration test. Both ads end with the line, “Spirit of a sports car … versatility of an SUV. The all-new Edge.”

Two-time Oscar nominee Mamet is best known for writing such hits as Glengarry Glen Ross, Spanish Prisoner, Heist, Wag the Dog, The Untouchables and Hoffa. The Ford ads feature his signature style of fast-paced dialogue and straightforward imagery.

The ads were created by JWT Team Detroit as part of the Ford ‘Bold Moves’ marketing platform.

About the Ford Edge

Bold American design distinguishes the 2007 Ford Edge in the red-hot crossover utility vehicle market – along with a dynamic driving character and innovative features.

Equipped with an all-new 265-horsepower 3.5-liter V-6 engine and 6-speed automatic transmission, Edge delivers performance, quietness and fuel efficiency. Edge SEL AWD is quicker from 0 to 60 mph than the BMW X5 3.0si, based on internal Ford testing.

During development, engineers leveraged Ford Motor Company's global experience in noise, vibration and harshness (NVH) to achieve a new level of “hidden quietness.” Engineers used sound-deadening materials in the headliner, pillars and doors to minimize cabin noise and spent hundreds of hours fine-tuning Edge’s interior ambiance.

For example, the side mirrors were specifically designed to reduce wind noise. Engineers took clay modelers into the wind tunnel to fine-tune the mirror design. Even the radio antenna was scrutinized. By modifying the pitch and height of the spiral by tenths of a millimeter, wind noise was reduced by as much as two decibels.

Every area of Edge's new six-speed transmission was scrutinized to provide smooth, quiet operation as well. For example, extensive use of CAE modeling on Edge's six-speed transmission case built a solid housing for the transmission components. Engineers used analysis to determine exactly where strengthening ribs and wall thickness were needed to minimize radiated noise and vibration.

Driving at highway speeds, this attention to detail makes Edge AWD quieter than a Lexus RX350, based on internal Ford testing.

Ford Edge has impressive EPA estimated fuel economy of 25 mpg on the highway. It received a Top Safety pick rating by the Insurance Institute for Highway Safety. To earn a Top Safety Pick, vehicles must earn good ratings in IIHS’ high-speed front and side crash tests, and in evaluation of seats and head restraints. An added requirement for 2007 is that vehicles must also offer electronic stability control. Edge received top scores in front-and side-impact crash testing and features AdvanceTrac with RSC®, front seat-mounted side air bags and Safety Canopy™ air curtain system with rollover detection – all as standard equipment.

About Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With more than 280,000 employees and more than 100 plants worldwide, the company’s core and affiliated automotive brands include Ford, Jaguar, Land Rover, Lincoln, Mercury, Volvo, Aston Martin and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.fordvehicles.com.