Kelis will push it to the Edge
Grammy nominated singer Kelis will star in a new urban marketing campaign to promote the all-new 2007 Ford Edge crossover. Kelis creates a new song “Push it to the Edge” specifically for the campaign.The Edge urban marketing campaign will begin airing on Dec. 20 with major radio, print, television and Internet outlets throughout the country.
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 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.
About the Ford Edge
The all-new Ford Edge hits the hottest segment in the industry, the growing crossover segment, and delivers on the package and features that customers want. The five-passenger 2007 Ford Edge has a bold design with a stylish, functional and clever interior. It features a powerful, yet fuel-efficient powertrain, with a 265-horsepower 3.5-liter V-6 engine mated to a six-speed automatic transmission. Edge also features Ford’s exclusive AdvanceTrac with Roll Stability Control (RSC ) system, seat-mounted side air bags and Safety Canopy air curtain system with rollover detection – all as standard equipment. A center console that can fit a laptop computer and standard MP3-player audio input jack also are standard features.
In addition to optional all-wheel drive and 18-inch chrome wheels, the Edge is available with innovative features including an available class-exclusive, all-glass panoramic Vista Roof which gives a grand view of the sky and can open for a sense of freedom that front and rear passengers can enjoy.