It was a "do or die" campaign designed to redefine the Ford brand and boldly move the foundering automaker back into prominence and profitability.
But the highly touted and heavily researched "Bold Moves" has been scrapped after less than two years for a new multimillion-dollar marketing effort expected to be publicly launched during Tuesday's "American Idol" show on the Fox network.
"Drive one" tells the story of Ford Motor Co.'s product lineup, improved quality and accomplishments in safety, Fuel Economy and technology, spokesman Jim Cain said in a statement Friday.
Ford employees and dealers on Thursday were given a video update on the project.
A Ford Web site features several highlights of the campaign's four major focal points -- Drive quality, Drive green, Drive safe, and Drive smart -- all under the "Drive one" theme.
The automaker also is seeking the biggest blast for its marketing buck by airing the first commercial during the top-rated "American Idol."
The show also was used to launch "Bold Moves," whose strategy targeting values, attitudes and emotion rather than age and other demographics did little to turn around the automaker's poor fortunes with consumers.
Ford posted a $2.7 billion loss a year ago and a $12.6 billion loss in 2006.
"Drive one" aims to introduce more potential car buyers to Ford vehicles, Cain said.
The ad campaign is one of the first big tests for Jim Farley, who was hired last fall to lead Ford's global marketing efforts.
Prior to joining Ford, the 45-year-old Farley spent 17 years at Toyota Motor Corp., where he was known for innovative marketing campaigns. To get young buyers interested in Scion, for example, he parked the cars in front of clubs or at rock concerts.
Farley used similar tactics with "Drive one," which asked buyers in different cities to try out a Ford and asked owners to talk up the brand to their friends. One commercial now on a Ford Web site shows some drivers' surprised responses.
In an interview with The Associated Press earlier this year, Farley said Ford needs to re-establish trust with potential buyers and show them the vast improvements the company has made in quality, safety and other measures. Farley said he's troubled that many buyers won't even consider a Ford, and he's gone so far as to meet with psychologists to figure out why.
"We can't unlock this unless we're real honest. We have to look in the mirror and say, 'OK, no baloney. Where are we with customers? Take away Mustang and F-series, and where are we? Who are we?"' he said.
"When I do that, I see customers who want Ford to succeed, but they put the burden of responsibility on the company to unlock that key. You tell me why I should care about your company."
