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FORD RELEASES NEW INFOMERCIAL

Ford of Canada, based in Oakville, ON, is running a new infomercial to promote its 2005 line of vehicles. The piece, called "Think Again," was created by Stonehenge Media Group and Wunderman, which also co-developed and produced an infomercial for Ford Canada last year called "Rethink Truck." The new ad consists of five segments in which consumers who were considering the purchase of a competing product test drive various Ford vehicles. Each segment also presents the features of the vehicle. After the test drives, the consumers promise to think again about their purchase decisions. Following each segment, viewers are directed to call a toll-free number for additional information. The ad also describes a $100 Test Drive and Purchase promotion and the special offer of a New Vehicle Buyers Guide. "We have so much to tell consumers about the new products that the long-format infomercial seemed to be the most logical means of accomplishing this," said Mike Herniak, Ford of Canada's vice-president of general marketing. According to the company, the ongoing lack of NHL games on television was also a factor in the decision to proceed with this alternate form of exposure.

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