Ford signs Dashan for Chinese-language campaign
By Adnews Staff
Ford of Canada has signed Mark Rowswell as a spokesperson for a new advertising campaign aimed at the Chinese Canadian community. Canadian-born Rowswell, better known by his stage name Dashan, has been one of the most popular entertainers in China for almost 20 years. This is the first time he has acted as a product spokesperson in Canada. The campaign, which began yesterday, includes Chinese-language television, radio and print advertising, as well as a new website located at <http://www.chinese.ford.ca>. “Mark Rowswell is a successful Canadian who has dedicated his personal and professional life to studying, understanding, and getting close to Chinese language and culture,” said Dean Stoneley, director of marketing communications at Ford of Canada. “As such, we felt he would be an ideal spokesperson for Ford as a leading domestic automotive company that is seeking to more relevantly engage Chinese Canadian drivers. We know that the many thousands of Chinese immigrants from Mainland China in Canada will instantly recognize Mark Rowswell in our new campaign, and we hope that immigrants from Hong Kong, Taiwan, and other regions in Asia who may not yet know him will also appreciate his remarkable skills and embrace his role as Ford’s ambassador to the Chinese community.” The campaign was developed by Kang & Lee Advertising, a division of Young & Rubicam.