Ford Enlists Mamet for Edge Ads



Iconoclast writer and director David Mamet added to his resume this week. First, there were Glengarry Glen Ross, Hoffa, and The Untouchables. Now, add the Ford Edge to the list of credits.

Ford, on last night’s American Idol broadcast, debuted two new TV ads for its Edge crossover. Unlike Mamet’s movies and plays, there are no bloody shooting scenes or profanity. But there is an “edgier” level of dialogue and better camera shooting than we have seen in Ford TV ads.


The two TV ads continue a strategy that Ford began in January, comparing its vehicles against brands with better reputations. The first of these ads featured subscribers of Car and Driver in a driving event at which they drove the Fusion sedan against a Toyota Camry. The real people said the Fusion was styled better and handled better than the imports. Ford credits the ads with a 48-percent sales increase in March and rising consideration of the Fusion.


The Mamet Edge ads feature two “edgy” men. They look like they might have season tickets to the Lakers and watch David Mamet films. In both ads, they pull up to one another on a dark street as if they met to make a deal in one of Mamet’s films. The older of the two, in one spot, tells the younger that the Edge beat the BMW X5 in a speed test by 0.2 seconds. In the second spot, he tells the younger guy that the Edge beat the Lexus RX350 in a “quiet test.” As the two talk, the camera shots zoom tight on their faces, their mouths, their eyes, and alternate close up shots of the Edge.


Ford is trying to boost consideration of the Edge. says that the crossover is only attracting about half the consideration from consumers as the Saturn Outlook and GMC Acadia. It’s one thing to lag Toyota and Honda, but lagging the crosstown rivals that badly gets the attention of Ford management.

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