Remember when Ford was acting so prudish that it recalled catalogs back in 2001 that sold Aston Martin handcuffs? That was then, and this is now.
Ford announced Tuesday it has hooked up with hip-hop performer Kelis to push the 2007 Ford Edge crossover. It is part of the automaker’s “urban” push. In fact, in the press release announcing the deal, the word “urban” is mentioned twelve times. Kelis “wrote” a song specifically for the Edge.
Kelis’ videos and sing lyrics run from soulful rap to downright “urban” bawdy. Her hit Milkshake goes:
My milkshake brings all the boys to the yard/
And they're like/
It's better than yours/
Damn right it's better than yours/
I can teach you/
But I have to charge.
A more recent “song,” Blindfold Me, recalls the Aston Martin handcuffs. When he want it he blindfolds me/Then I get sexy on him/get sexy on him.
Kelis’s Edge song goes like this:
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 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.
“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.”