The Taurus campaign also will have a higher percentage of Internet and digital advertising and event marketing than any other launch Ford has done -- about 35 percent of the budget vs. less than 30 percent for other campaigns, VanDyke said.
Commercials will focus on the Taurus's technology offerings, such as a blind-spot warning system and the twin-turbocharged, 365-hp 3.5-liter engine in the SHO performance model. A series of Web videos pits specific features of the Taurus against rivals from luxury brands such as Lexus and Audi.
But, VanDyke said, "we're not positioning it as a luxury car." The target audience for Taurus still wants a good value. "Conspicuous consumption isn't something that's in right now."