Ford starts new ‘Swap Your Ride' commercials

In the new commercials, owners of competing brands drive a Ford product for a week, and then tout Ford.
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Jamie LaReau
Automotive News
April 5, 2010 - 4:40 pm ET -- UPDATED: 4/5/10 7:15 pm ET
Editor's note: An earlier version of this story incorrectly stated who participated in the test drives. The participants were owners of competing brands who test drove Fords.

DETROIT -- In a set of Ford TV commercials scheduled to start Tuesday, owners of competing brand vehicles tout Fords after taking week-long test drives.

The campaign, called “Swap Your Ride,” runs through May 31, a spokesman for Ford Motor Co. said.

The campaign consists of more than a dozen TV spots featuring Mike Rowe, who hosts “Dirty Jobs” on the Discovery Channel and currently appears in Ford spots.

The last time Ford ran Swap Your Ride commercials was in 2007.

Ford wants dealers to support the national spots with regional advertising, said a source who saw the commercials. The source said that in one spot, Ford swaps a Fusion sedan with a Toyota Camry owner and an Escape crossover for a Honda CR-V.

You can reach Jamie LaReau at jlareau@crain.com. -- Follow Jamie on Twitter

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