2012 Ford Focus New Urban Ad Campaign Launched

American automaker Ford announced the launch of a new urban advertising campaign promoting to the new Ford Focus, that debuts on BET and TV One. Called “Inner Child,” the campaign encourages consumers to tap into emotions and memories from their childhood.The TV spot starts off with a young girl learning how to ride a bicycle years before she is shown all grown-up and driving her new Ford Focus.

The young woman shows off her MyFord Touch Driver Connect Technology, and tells her friend that her new Focus gets 40 mpg. The spot also finds her reverting back to her younger self through the use of her voice as she highlights the features of the Focus.

The radio spots will air on the Tom Joyner Morning Show, Steve Harvey Morning Show and on Radio One stations across the country. The TV ads will appear on BET and TV One, while the print ads will be featured in Essence, Upscale, Vibe, Sister 2 Sister Magazine, Juicy and Rolling Out.

“After engaging with some of our target customers for Focus we found that a great deal of them had a childlike reaction to the driving experience of the Focus. They were extremely excited about the thrill of the drive,” said Shawn Lollie, Ford manager, Multicultural Marketing. “We wanted to find a way to combine this excitement with some of the key technologies and features of the Focus in a way that emotionally connected the consumer to the car.”

“The Focus has a dynamic design, cutting-edge technology and the ability to not only keep you connected to your world, but also provide you with a driving experience that brings out your ‘inner child’,” said Lollie. “At the end of the day, our goal was to show the driving experience in a way that sparked an emotional connection to the vehicle.”