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New Ford Focus Commercial Features Juan Atkins' Techno Hit

9 November 2000

New Ford Focus Commercial Features Ground Breaking Juan Atkins' Techno Hit

    DETROIT, Nov. 8 The new Ford Focus commercial will feature
breakbeat tunes of renowned Detroit techno artist Juan Atkins.  The
advertisement breaks November 11.  With techno music moving beyond the
underground club scene, Ford brings back the origins of this cutting-edge
music style by utilizing the electro track "No UFOs."  The thirty-second
"Detroit Techno" spot will premiere on MTV Networks and will air for one month
on major network and cable television.
    The high-energy, fast paced commercial uses the hard driving mix of "No
UFOs" and an assembly line multi-programmable robot DJ.  The commercial is
mostly shot through the cyberDJ's point of view.  RoboDJ's equipment
transforms into car parts in a futuristic manner and then the parts are
assembled to the car.  For example the turntables are pulled up by the DJ's
robotic arm and converted into an aluminum wheel and tire that is machined on
to the Focus' hub.  Ultimately, the final transformation occurs when all the
DJ's equipment is altered into a CD silver metallic Ford Focus ZTS.
    "As a Detroit-based automotive company, and Detroit being "Techno City" we
felt a particular connection to the Detroit techno music genre because it was
created in our own backyard," said Bob Fesmire, Focus brand manager.  "That is
why we decided to utilize Juan Atkins' 'No UFOs' track because we wanted to
link together this legendary Detroit-based music with our hot-selling Focus."

    Music a Key for Young Consumers
    Focus has been a hit with young car buyers, with almost half the buyers
age 35 or younger.  Focus marketing revolves around fashion, music and summer
fun, all designed to appeal to young consumers.
    The Ford Focus and Detroit Techno music mirror each other in many ways.
Techno kids are forward thinkers that scream and dance and so are Focus
buyers.  Ford Focus owners are influenced by technology, style, music and the
idea of change.  Detroit Techno was born from the same roots.  Focus is a
global brand with international appeal that was developed in Europe.  Detroit
Techno's core is the balance of African-American styles with cold European
synthesizer pop.  The "Detroit Sound" has traveled to Europe and re-emerged in
the U.S.
    "Detroit techno appeals to a wide, cross-cultural group of people that are
all unified by this beat and scene." said Fesmire.  "This music was created
partly by the pounding clangor of the Motor City's auto factories.  It became
natural for us to incorporate Detroit techno into our commercials after we
discovered that young people are embracing techno."
    "We feel confident that viewers of all ages -- especially our targeted
buyer -- will embrace this commercial because of the smooth electronica beats
and the slick visual images of the Focus," concluded Fesmire.