2011 Ford Fiesta Ad ‘It’s a Pretty Big Deal’

American manufacturer Ford announced yesterday it has launched a new ad campaign designed to introduce the 2011 Fiesta to the market. The ad campaign, built around the “It’s a pretty big deal” theme, includes national broadcast, print, digital and out-of-home components, among others.

“The new Fiesta will deliver up to 40 mpg on the highway. It comes with the kind of agility and horsepower that make it a blast to drive, and it features more new-world technology than any other car of its kind – like push-button start, keyless entry and the SYNC hands-free communications and entertainment system,” Matt VanDyke, Ford’s director of U.S. Marketing Communications, said in a release.

“It’s a pretty big deal,” VanDyke added, “and we’re putting the media and creativity behind it to deliver that message to consumers.”

Firstly, a new 60-second television ad that opens with two people sitting in a Fiesta talking about the vehicle’s push-button start feature, will debut tonight during the live broadcast of “American Idol” and will be running in cinemas this summer.

The print ads will feature headlines like, “The Fiesta gets 40 miles per gallon. 21 hybrids do not,” and “The Fiesta has enough new-world technology to put a 50-grand car to shame.” The ads will be featured in a variety of publications.

Billboards are also included in the campaign. "Imagine a billboard positioned strategically above a gas station with the 40 mpg message and copy that reads, ‘Not everybody’s happy about it,’” explained VanDyke.

Furthermore, the Fiesta website will include 16 webisodes featuring agents of the Fiesta Movement proving why Fiesta is better than the competition.

The 2011 Ford Fiesta is scheduled to arrive in dealer showrooms this summer with pricing starting at $13,995 for the entry-level model and at $17,795 for the top-of-the-range version.