Matt VanDyke, Ford's director of U.S. Marketing Communications said, in a statement, that the idea is to get people to change brand perception. "We're tapping real people, allowing them to experience our vehicles for themselves and then capturing their enthusiasm for the products. We're telling the Ford story through the eyes of the people who matter most -- real consumers."
A new slate of ads has spokesperson Mike Rowe star of Discovery's "Dirty Jobs" talking to people who have driven Ford vehicles for a week. They gather in groups to talk with Rowe about the experience.
The automaker will also air Spanish-language "Swap" television spots and ads designed to connect with the African American community.
The Hispanic ads feature Cristian de la Fuente, a Chilean-born international actor, model and author. The spokesperson for the African American ads is Boris Kodjoe, an Austrian-born actor and former fashion model perhaps best known for his role as Damon Carter on the Showtime television drama Soul Food.
Ford says the 30-second Swap Your Ride television ads featuring Rowe will begin airing today during popular programming, including Grey's Anatomy, American Idol, Dancing with the Stars, Criminal Minds, CSI, Bones, The David Letterman Show and The Tonight Show with Jay Leno. They also will run during the NBA and NHL Playoffs.
Print ads will run in USA Today and Parade magazine. Radio spots will air regionally and locally. The automaker will also have extended-length digital advertising for Swap Your Ride online at sites like AOL, Google and Yahoo as well as the car vertical at sites like Cars.com, Edmunds.com and KBB.com