DEARBORN, Mich., Sept. 3 /PRNewswire-FirstCall/ --
    - Exciting and provocative marketing campaign for Flex begins this week
    - Using both traditional and innovative marketing techniques, Ford will
      reach millions of consumers through a variety of mediums
    - Ford partners with Esquire for the world's first electronic magazine
      front cover
    - Opportunities with Apple iPhone and Microsoft's Xbox take the campaign
      to a new audience

Ford Motor Company (NYSE: F) and JWT Team Detroit are launching the new Ford Flex marketing campaign this week. Backed by a robust, multi-tiered media plan and a distinctive creative approach, the Flex campaign was developed with a singular and precise focus -- to excite, stimulate and surprise the current crossover audience.

'The Ford Flex is electric. When you see it, it provokes a reaction,' said Jim Farley, Ford group vice president, Marketing and Communications. 'So the approach we're taking to launch the vehicle is unconventional and quite unexpected.'

'A unique vehicle warranted a unique approach,' said George S. Rogers, president and CEO of JWT Team Detroit. 'For the Flex launch, we employed three new processes during our developmental cycle. Beyond just developing a brief, we also established a robust 30-page brand book which went far beyond the traditional style guide. The brand book served as the 'Holy Grail' for all of our creative to be measured against.'

The campaign kicks off nationally this week with two television spots that celebrate Flex's individuality. The provocative 30-second ads were directed by Mark Romanek, an accomplished music video and feature film director. Romanek has won more than 20 MTV awards, three Grammys, a Country Music Award and three Billboard Music Awards.

'Romanek helped us create a set of commercials which brought fictitious worlds to life in a vibrant and impactful way,' said Usha Raghavachari, Ford crossover marketing communications manager. 'We deliberately created ads that are unlike anything Ford has done in the past.'

Both spots ('Grid' and 'Lights') offer a sophisticated, computer-generated tour of the Flex's design and technological features, and are backed by the music of DJ Squeek E. Clean and the vocals of Santogold -- an emerging singer/songwriter hailed by Rolling Stone magazine as one of the top 10 artists to watch.