Out of their box

Ford gets a full house

What?: Ford promoted its 2009 Ford Flex model by pitting 10 celebrity teams against each other in a cross-country charity event. The scavenger hunt-style challenge was held in LA on 21st June, and put a host of stars from TV, film, and music in the driving seat.

Band From TV hosted the event – a celebrity band comprised of numerous members of popular US TV shows. Band For TV was set up by Greg Grunberg (the long-suffering mind-reading cop from Heroes) and also features members of Desperate Housewives (Teri Hatcher) and House (Hugh Laurie, Jesse Spencer).

Band From TV performed at an exclusive red-carpet event at the finish line. All proceeds from their performances and recordings will (as usual) be donated to charities of their choice.

So what?: This campaign has plenty gong for it – TV actors, music, fast cars, and an “integrated refrigerator between the second-row seats”. Plus it has the charity angle. What’s not to like? Well, for all its star quality, it could do with a touch of reality – an Everyman quality. Just as House and Heroes need patients and un-super extras to make them work, Ford could have maybe partnered up members of the general public with the celebrity drivers. Or let an unsigned band take the stage alongside Band From TV.

“By taking to the streets of LA in a nostalgic road rally that hints at a bygone era, Ford is flexing its hipster muscle by returning to its roots. If TV celebs can moonlight as rock stars, Ford is showing with the FLEX that it can step out of its element too.”
Cindy Rosmann, Owner, FUZE ARTZ

www.bandfromtv.org