Hip-Hop Star Kelis Sings For Ford's Edge Crossover

Ford, which needs another hit to follow its mid-sized Fusion, is putting an urban spin on the launch campaign for its first crossover, Edge. TV, radio, print and interactive ads break this week featuring hip-hop star Kelis singing a song with an "edge" theme composed for the brand.

The ads from Ford's diversity agency Uniworld, Detroit, were previewed at a ball hosted by Kelis's husband to promote his new album.

Ford says the campaign starts tomorrow with radio ads in which Kelis is introduced by car-guy rapper Funkmaster Flex before singing the song. That ad will air on shows like Steve Harvey and The Tom Joyner Morning Show. The song will also be on a new Web site www.fordurban.com.

The TV spot shows the vehicle parked on a red carpet at the entrance to a celebrity event, with paparazzi popping photos as Kelis emerges from the vehicle's sun roof and sings.

Print runs in magazines like Ebony and Upscale.

Separately, Ford has created a virtual tour through a partnership with Microsoft using the latter's mapping technology. The Ford Edge Virtual Tour, which launched yesterday, shows Edge-branded information on eateries, activities and services through MSN Windows Local Live's virtual mapping technology.

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