Kelis Will ‘Push it to the Edge’ in Ford’s New 2007 Edge Urban Advertising
DEARBORN, Mich. -- The all-new 2007 Ford Edge goes into overdrive this week with an urban marketing campaign featuring Grammy-nominated singer Kelis. Consumers will hear the hip-hop artist "Push it to the Edge" with a new song about Ford's bold crossover vehicle in ads that begin airing Dec. 20.
"With a bold style that breaks the rules, Kelis is the perfect spokesperson for the Edge urban marketing campaign," said Jeri Ward, Ford Edge marketing manager. "Our target buyer can easily relate to Kelis' sharp and sophisticated style."
"I am an informed buyer who likes to shop around for what I like," said Kelis. "I prefer bold designs and that's what I see when I look at the Edge. I believe it was built to defy expectations and change people's perceptions, two concepts that have helped me define who I am."
Kelis will kick off her new relationship with Ford on Dec. 18 in New York City at her husband's, rap icon Nas', black and white ball in New York City to celebrate the release of his new album, "Hip-Hop is Dead." Ford will give partygoers a glimpse of the new advertising campaign created by The Uniworld Group - Detroit.
On Dec. 20, the Edge campaign featuring Kelis will begin with a creative radio spot featuring the song that Kelis created specifically for the campaign titled, "Push it to the Edge." The song flows with a strong hip-hop beat to the following lyrics:
So clean in my Edge
Steady headed to the spot
Speakers bump thump thump
All you hearin' on the block
I live life loud
Cause that's the only way to live it
I push it to the Edge
Never stop at the limit.
The spot also features a cameo introduction of Kelis by hip-hop DJ Funkmaster Flex. The spot will air on national syndicated radio shows like The Steve Harvey Morning Show and The Tom Joyner Morning Show. Kelis is scheduled to participate in various Edge sweepstakes giveaways on these shows beginning in February.
The Edge urban television commercial, titled "On the Edge," stars Kelis and features the song. The ad opens with the Edge making a red carpet appearance in front of a captive paparazzi crowd. The photographers cannot keep their lens off the Edge as the optional panoramic Vista Roof(TM) slowly opens to reveal Kelis dressed to impress for a VIP event. The ad will begin airing in late December on major television networks throughout the country.
The Kelis song and the new urban Edge campaign will be an integral part of Ford's new urban Web site, www.fordurban.com . The new Web site is designed to attract and engage urban buyers with creative video content, third-party reviews, customer discussion rooms and downloadable music. The Web site will begin in late December with a targeted focus toward Edge buyers and eventually extend to the entire Ford brand line-up of car, trucks, SUVs and crossovers. Ford Edge banner ads starring Kelis will also be prevalent on major online portals like AOL - Black Voices and Black Planet.
Finally, a traditional print advertisement titled "Shattered" will serve as an integral component of the campaign with ads running in major urban publications such as Jet, Ebony, Upscale and Sister 2 Sister.