Ford Motor Co. is unveiling what the No. 2 U.S. automaker says is a do-or-die marketing strategy during one of America's most-watched television shows in an effort to show consumers that it has been reinvented.
The strategy, entitled "Bold Moves," features Grammy-winning singer Kelly Clarkson and a slew of commercials showing active people who value family time, leisure and the outdoors. It was to debut during Tuesday night's episode of "American Idol," the ratings juggernaut that has attracted 25 million to 33 million viewers each telecast this season.
Ford will not say how much the heavily researched campaign will cost, but executives are candid about what is at stake the future of one of America's most storied companies.
"Obviously, you don't make a commitment like this ... until you are 100 percent confident that you've got the right goods, that you're true to your brand and you're representing your customer," said Mary Lou Quesnell, director of branding for Ford, Lincoln and Mercury.
The strategy targets values, attitudes and emotion rather than age and other demographics, and it features conventional media as well as spots on the Internet, reports AP.