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New Ford Campaign Features Michiganders Who Are All Smiles

11 May 1999

New Ford Campaign Features Michiganders Who Are All Smiles

    SOUTHFIELD, Mich.--May 10, 1999--The Greater Michigan Ford dealer association has created three new television commercials featuring Michiganders and their Fords in what could be called a travelogue of familiar local scenes.
    The campaign begins airing throughout the state Monday.
    Set to the music of When You're Smiling performed by Louis Prima, each commercial shows Michiganders photographed with their new or vintage Fords in front of state landmarks. The initial photographs were shot in Grand Rapids and Lansing. The Ford dealer group plans to continue photographing people in other Michigan towns during the next few months for future commercials.
    Bob Clark of Lansing and his cat Yodi are shown in front of Bob's 1955 T-bird and the "Flying Saucer" house he built. John Schrotenboer of Zeeland, Mich. is pictured with his 1998 F-150 pickup in front of his tulip beds. Doug Rogers, the Chief of Police in Dewitt, is pictured in front of his 1955 F-series pickup. Michael and Susan Jones of Wyoming, Mich. are pictured in front of Rosie's Diner near Grand Rapids with their 1970 "Boss" 302 Mustang.
    "Our aim is to localize our dealers by creating new commercials that are unique to our state, rather than using generic advertising created elsewhere," said Laval Perry, chairman of the 105-dealer Greater Michigan Dealers Advertising Fund (FDAF). "People will smile a lot more seeing an F-150 pickup in front of the Meijer Botanical Gardens in Grand Rapids, than one driving across a desert or down the Pacific Coast Highway."
    The advertising campaign was developed under the direction of Bruce Broder, President and Chief Creative Officer of St. John & Partners. Creative Director was Thom Vander Klipp. Copywriters were Brent Pope and Rich Davis. John Umlauf was Art Director and Bill Fannin was the Producer. Fergeson & Katzman of St. Louis was the production company.
    St. John & Partners is a fully integrated advertising and public relations agency serving clients on a local, regional and national basis from its Jacksonville, Fla. headquarters and offices in Southfield and Pittsburgh. Clients include World Golf Village; PGA TOUR STOP; Vistakon; Ecoventure WGV, Ltd.; Marsh Landing, The Florida Times-Union; Eagle Harbor; Wendy's; Arvida Community Sales; Sheraton Bal Harbour and Key West Resorts; CSX Transportation; Amelia Island Tourist Development Council; and Ford Dealers Advertising Funds in Florida, Louisiana, Michigan, Pittsburgh and Toledo (OH).