Ford Motor Company Promotes Safety in New Ads
21 December 1999
Ford Motor Company Promotes Safety in New Ads DETROIT and WASHINGTON, Dec. 21 -- Tailgaters, aggressive
drivers and people who still refuse to buckle up are safety threats to
everyone on the road. Ford Motor Company is launching a new safety
campaign to help these drivers change their ways and to promote safer driving
overall.
As part of its corporate commitment to safety, Ford Motor Company is
beginning a new radio advertising campaign to stress the importance of basic,
but important, safe driving tips. Three new radio advertisements take a
light-hearted, comical approach to very serious problems. The ads focus on
using safety belts, keeping a safe distance between vehicles and courteous
driving.
The three commercials will begin airing on Jan. 10 in Detroit, Washington,
D.C., and Atlanta. They will air in morning and afternoon drive times through
March. Use could be expanded to additional cities in the future.
"It's easy to forget about the basics when you spend hours in your vehicle
everyday," says Helen Petrauskas, Ford Motor Company vice president of
Environmental and Safety Engineering. "There are more than 36,000 accidents
in the United States every day. We hope these radio spots might make drivers
recognize there's something simple they can do to increase their own safety
and the safety of others around them."
Each of the new ads features the voice of a driver who clearly needs a
safety reminder, along with an announcer who calmly points out the errors of
the driver's ways.
For example, in the commercial on safety belt usage, the driver says, "I'm
not wearing my safety belt, but I'm in a hurry. Those cheeseburgers don't
stay 49 cents forever!" The announcer retorts, "This man is one sandwich
short of a picnic."
The driving tip reminds people to buckle up and how to do so properly.
U.S. government statistics show safety belts, when used properly, reduce the
risk of death to front seat occupants by 45 percent in cars and by 60 percent
in light trucks. The tip also highlights the fact that children belong
properly buckled up in the rear seat.
Other safety advicethe ads include how to make sure you're the proper
distance away from the vehicle in front of you and how to react if another
driver appears to be under stress.
In the aggressive driving ad, the driver states: "I have a schedule to
keep. Places to go, people to see. Why should I let some crackpot slow me
down?" The announcer's reaction: "She's ... in great need of some decaf."
The new safety advertisements are part of Ford Motor Company's broad
commitment to safety. In addition to public awareness programs, the company
has introduced several industry-first technologies on its vehicles:
-- Ford was the first automaker to offer depowered air bags on all its
vehicles beginning in the 1998-model year.
-- The Ford Taurus and Mercury Sable now feature the industry-leading
Personal Safety System which uses sensors to analyze conditions at the time of
an impact and automatically deploys the most suitable safety devices for the
given crash situation. The system features dual stage air bags for the driver
and front-seat occupant.
-- The company is now introducing the BeltMinder(TM) system on all its
U.S. vehicles. BeltMinder(TM) provides intermittent visual and audio signals
to help a driver remember to wear his or her safety belt.
All Ford, Lincoln and Mercury cars with trunks are now equipped with a
standard emergency trunk release system that prevents children, or others,
from becoming trapped.
Ford Motor Company - Safe Driving Radio PSAs
AGGRESSIVE DRIVING
Woman (driver): Just because some whacko decides to go and cut me off
doesn't mean I'm going to sit there and take it. And if they don't like it,
too bad.
Announcer: This woman is not the sharpest knife.
Woman: I have a schedule to keep. Places to go, people to see. Why
should I let some crackpot slow me down?
Announcer: She's also in great need of some decaf.
Woman: Hey, I'm driving to get someplace, not make pals with everybody on
the road.
Announcer: Here's a tip: whenever you're on the road, remember that
driving is not a competitive sport. Respect for others can do wonders in
avoiding difficult situations. For instance, give other cars, trucks and SUVs
plenty of room, especially when merging. Always use your blinkers. And if
you do make a mistake, carefully adjust to more courteous behavior.
Woman: I mean come on, what's going to happen?
Announcer: Highly stressed drivers can be dangerous. So if you see a
driver who's exhibiting poor driving skills, try to stay calm, avoid eye
contact, and, by all means, steer clear.
Woman: If you can't take the heat, stay off of the road. That's what I
always say.
Announcer: Remember, use your head - and this tip from Ford Motor
Company. Better ideas.
Ford Motor Company - Safe Driving Radio PSAs
BUCKLING UP
Man (driver): Well, no. I'm not wearing my safety belt. But I'm in a
hurry. Listen, those cheeseburgers don't stay 49 cents forever!
Announcer: This man is one sandwich short of a picnic.
Man: Do you know how tough it is to reach a drive-through window all
strapped in like that?
Announcer: I take that back. He's an absolute blockhead.
Man: My chances of getting in an accident are like what, one in a
gazillion?
Announcer: Here's a tip: whenever you get into your car, truck or SUV,
always buckle up. Make sure the shoulder belt lies across your chest, and the
lap belt is as low on your hips as possible. Also remember that the
effectiveness of your air bags depends on proper safety belt usage.
Man: I don't see what the big deal is. I grew up not wearing a safety
belt and there's nothing wrong with me.
Announcer: Children, especially those 12 and under, should be buckled up
in the rear seat. Small children should be restrained in a child safety seat
appropriate for their size and age.
Man: Well, I'm outta here. Want to make that light while it's still
yellow!
Announcer: Remember, use your head - and this tip from Ford Motor
Company. Better ideas.
Ford Motor Company - Safe Driving Radio PSAs
TAILGATING
Man (driver): When I'm driving, I like to be really close to the car in
front of me. The closer the better, I say.
Announcer: This man is a nitwit.
Man: It's also a great way to read bumper stickers. My favorite is,
"Will build thermonuclear devices for food." The one that says "If you can
read this, you're too close," stinks.
Announcer: In fact, he's a complete and utter fool.
Man: Close, shmose. What's the difference?
Announcer: Here's a tip: to avoid tailgating, make sure there's at least
one car, truck or SUV length in front of you for each 10 miles per hour. Or,
try the two-second rule. Watch the vehicle ahead of you pass a fixed object,
like a telephone pole. Count "one-thousand-one, one-thousand-two." If your
vehicle reaches the pole before you finish counting, you're too close.
Man: My front bumper? Just a couple of minor incidents. You can't
believe what people stop for.
Announcer: Double these cushions if the road is wet or snow-covered. And
keep in mind the size of your vehicle, a SUV has more momentum than a compact
car.
Man: Yeah, I'm definitely looking forward to getting my license back in
2004.
Announcer: Remember, use your head - and this tip from Ford Motor
Company. Better ideas.
