• Brandweek, Wednesday, April 18, 2007 10 AM

David Mamet directed a pair of Ford commercials that hit the airwaves this week and pit Ford's Edge crossover against the BMW X5 and the Lexus RX350. The spots, "Quieter than a Lexus" and "Quicker than a BMW," are the playwright and filmmaker's first commercials.

One shows the Edge outscoring the Lexus in a quietness test, while the other has it beating the BMW in form zero to 60 mph. Both carry the tagline "Spirit of a sports car, versatility of an SUV. The all-new Edge."

Mamet has written some big movie hits, including "The Untouchables" and "Hoffa," along with a number of plays. Ford spent about $1 billion on ads last year, according to Nielsen.

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