Ford, which launched the global creative campaign for its Focus car in late February, this week is introducing a U.S. urban-market effort. The campaign has an "inner child" theme, with the idea that a
fun drive can evoke childlike joy. Shawn Lollie, Ford manager, multicultural marketing said the idea came from consumer reactions to driving the car. "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 ad, which Ford says was shot in Los Angeles, shows a
young girl learning how to ride a bicycle before she grows up to own a Focus, but as she drives the car Ford Focus, shows off the technical features of the vehicle, the fuel efficiency of the vehicle
and such telematics platforms as MyFord Touch to her friend her voice becomes more and more childlike because she is reverting back to her younger self.