Zubi Advertising makes bold moves with new Ford Edge campaign.

On Christmas Eve, many Hispanic network TV viewers will see the all-new Ford Edge vehicle for the first time in Zubi Advertising’s 30-second “Temptation” spot. The ad showcases Ford’s latest SUV in a bold way, and is part of an integrated marketing plan developed by Zubi that includes digital media components, a mobile ringtone sweepstakes with Beyoncé, In-Cinema ads, and the most Hispanic Network TV product integrations ever for a new vehicle launch.

“The main concept of this campaign is to portray that Hispanics need to make bold moves in order to achieve the goals we aspire to in this country,” said Felipe Vinuela, Group Creative Director at Zubi Advertising. “When we finally reach our goals, we have the need to show it and nothing better than the Ford Edge demonstrates where you are and where you are going.”

“Temptation” – Bold Stays Faithful

Zubi’s latest TV spot showcases the stylish, Blazing Copper Metallic Ford Edge being driven by a good-looking Latino man in an urban setting. When a female passerby admires both the parked vehicle and its owner, the man quickly responds, “Gracias, my wife feels the same way,” while the tagline “Bold Stays Faithful” flashes across the screen. The inclusion of a few Spanish language words in the dialogue target a growing segment of the market called EDH, English dominant Hispanics. There is also a full Spanish language version of the spot.

“Temptation” will air on Hispanic Networks (Univision, Telemundo, Telefutura) and Cable TV (CNN en Español, Discovery en Español, Galavision, FSE) in top U.S. Hispanic markets. Product integration of the Ford Edge includes network shows Sábado Gigante, Belleza Latina, Vas o No Vas, Dame Chocolate, Decorando Contigo and Misión Reportar.

Mixed Media Approach

With a focus on reaching Hispanic consumers in various mediums, Zubi is also integrating print, interactive, mobile and outdoor in the Ford Edge launch campaign. Print teasers, ads and magazine gatefolds are already running in top Hispanic publications. Spanish language custom vehicle brochures are available on www.FordEnEspañol.com for the first time. Ford Edge sponsorships for 2006 include People en Español’s “Los Cien” top 100 influential Hispanics and Si Latino’s “Deportista del Año” sportsman of the year award.

Substantial digital efforts include homepage takeovers and roadblocks that synergize with JWT’s general market efforts. In a unique mobile tie-in, Ford Edge will offer consumers exclusive downloads of two Beyoncé “Spanglish” ringtones on www.Univision.com, along with a sweepstakes to win tickets to her upcoming concert in Mexico City. In-Cinema spots, outdoor urban graffiti murals and wallscapes complete an impressive marketing mix.

“Zubi’s new Ford Edge campaign signals a reconsideration of mass media solutions in an era where Hispanic consumers are seeking alternative methods to interact with products and messages,” said Joe Zubizarreta, Chief Operating Officer of Zubi Advertising. “Our goal with Edge was to take Ford’s “Bold Moves” strategy and made it relevant to our market in order to engage Hispanic consumers in interesting and meaningful ways. I strongly feel that so far we’ve reached our goal.”