Even before athletes go for the gold at the Summer Olympics next month, Ford Motor Co. has gone for - and captured - the Guinness.
Ford and Ford Motor Media earlier this year applied for and won recognition from the famed Guinness Book of World Records for the production of the company's 'Global Anthem,' a two-minute TV commercial that ran Nov. 1, 1999, at 9 p.m. on stations in each time zone around the globe.
'No matter where you were, you were going to see it,' said Terry Brown, spokesman for J. Walter Thompson in Detroit, the agency that produced the spot. Brown explains that 'roadblocks using simultaneous station buys are not unique, but going global was.'
Logistics for the $15 million project were said to be horrendous. The company spent 90 days taping scenes around the world, including Ford products.
Kevin Brown, director of global communications futures in specialized media with Ford Motor Media, says the company contacted Guinness to see if the global project might be something for the record book.
'They may not publish it in their book, but we got a certificate' citing the event as a one-of-a-kind record, Kevin Brown says.
Kevin Brown says he doesn't think the record has marketing value and doesn't foresee the company promoting the Guinness title in an advertising campaign.
'It was an ingenious exercise,' he says. 'Best part was that the company's message was viewed by billions of people around the world, and we had tremendous media coverage as well.'