07/31/2003 – Built Ford Tough “Field Trip” Ad Featuring Toby Keith Will Have Views “Looking Again”

Source: Ford Motor Company

BUILT FORD TOUGH ‘FIELD TRIP’ AD FEATURING TOBY KEITH WILL HAVE VIEWERS ‘LOOKING AGAIN’


DEARBORN,
Mich., July 31, 2003 – Ford truck fans will be “looking
again” at new full-line truck advertising launching this
Friday. Toby Keith is back in a new Ford television ad –
strutting his stuff, singing an original song about Ford trucks and
taking a “field trip” to Ford’s Arizona Proving
Ground.


The ad
highlights Keith conducting rigorous testing that Ford trucks endure
in order to earn the right to wear the Built Ford Tough badge. Ford
Ranger, F-Series Super Duty and the all-new 2004 F-150 are featured.


Multiple
images of Toby Keith ensure that viewers will “look again”
at the spot. In addition, the ad teases the launch of the all-new
F-150, stating “The next F-150 is coming September 4.”


“You
wouldn’t believe how much fun we had with this commercial,”
said Rich Stoddart,


Ford
Division communications manager. “We used an innovative
approach to reinforce the look again message, capture Toby’s
fun spirit and used products like the new 2004 F-150 to
demonstrate what it means to be Built Ford Tough.”




Ford
announced its relationship with Keith, a third-generation Ford truck
man, last August when he wrote an original score for the “Ford
Truck Man” advertising campaign. Since that time, Ford has
announced sponsorship of Keith’s “Shock’N Y’all”
concert tour, which kicked off at Ford’s Centennial Celebration
in June.


“Man, I had a great time at the shoot,”
said Keith. “I had a chance to drive the Ford trucks that I
love, and put the new F-150 through its paces at Ford’s testing
facilities. It doesn’t get much better than that.”




It’s
been a year to remember for Toby, who was named the #1 ticket seller
in country music, according to Pollstar Magazine. He was named
Entertainer of the Year at this year’s Academy of Country
Music Awards, where he topped all other nominees with an amazing
eight ACM nods. Toby has also seen his latest DreamWorks album
UNLEASHED surpass the three million mark in sales, thanks to hit
singles like “Who’s Your Daddy?,” “Courtesy
of the Red, White and Blue (The Angry American),” and the
current hit single “Beer For My Horses” (a duet with
country legend Willie Nelson). Also, his Greatest Hits album recently
went double Platinum.


Ford has long been
associated with country music. During the 1920s, Henry Ford hosted
country dances and held country fiddling contests – including
the Henry Ford Gold Cup in Dearborn, Mich. The contest was expanded
through hundreds of communities across the country.


The
connection between Ford Motor Company and country music was furthered
in May 2001 when Ford became the “founding partner” of
Nashville’s new Country Music Hall of Fame and Museum.
Ford’s most notable contribution to the facility is the Ford
Theater – a 213-seat state-of-the-art performance
venue.


Additional
details regarding the upcoming all-new F-150 advertising campaign
will be available in late August. The campaign will feature print,
radio, television and Internet elements.





Lyrics to “Field Trip”


Look again
Look again
Ford trucks your old American friend
They’ve got a lot of new things happenin’
Look again
Look again

Look again
They’re Built Ford Tough and they’re rollin’ on in
If you haven’t looked at Ford lately my friend
Where ya been
Look again

Click the links below for images.
01, 02, 03, 04, 05, 06, 07

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