Ford spot boosts Olympic involvement

Ford Motor Company of Canada is an official sponsor of the Canadian Olympic Team - and it wants Canadians to know it.Earlier this month, the Oakville, Ont.-based car maker launched a tv spot in which outgoing president Jim O'Conner, dressed in...

Ford Motor Company of Canada is an official sponsor of the Canadian Olympic Team – and it wants Canadians to know it.

Earlier this month, the Oakville, Ont.-based car maker launched a tv spot in which outgoing president Jim O’Conner, dressed in leisure clothing and leaning casually against a counter in his kitchen, speaks at length about the special qualities athletes require to reach the Olympics and about how proud Ford is to be associated with such winners.

CTV

The spot, created by Ford’s Canadian ad agency Young & Rubicam, is airing exclusively on the CTV Television Network.

ctv owns the Canadian broadcast rights to the 1994 Winter Olympics to be held in Lillehammer, Norway, Feb. 12- 27.

John Radford, Ford’s vice-president of general marketing, says the feel-good spot will run during pre-Olympic media time Ford bought from ctv as part of a larger sponsor package.

In all, Ford will receive 300 commercial spots of 30 seconds each.

Specific vehicles

These will be used to promote Ford’s corporate image, but they will also be used to advertise specific Ford vehicles.

Fortuitously for Ford, the timing of the high profile sporting event coincides with its launch plans for two models, the 1994 model year Aspire subcompact and the 1995 model year Winstar minivan.

The Aspire is already in production and shipping out to dealers in preparation for the launch.

The first Winstar is scheduled to roll off the assembly line Jan. 27. PA