Ford executives admit the young-adult market is unfamiliar turf, but one Ford must navigate to create a bond that could keep them buying Fords as they age. The episodic campaign will show Gurwitch traveling around the country in her Focus. Ford will paint ads on buildings, place posters on transit kiosks.
Ads play on the car's name.
Young people like to customize things they buy, so Ford is providing gumball machines and picture frames that can be attached to the dashboard. Other features include pet blankets and a backpack that slings over the front seat. Ford will loan Focuses to 120 disc jockeys, celebrity managers and club hoppers in five cities. Nuzzling up to urban, hip-hop culture is routine for music and fashion companies. Those people are so sensitive to nuances and the aesthetic quality of things.