- The 2011 Ford Explorer commercial during Sunday's Grammy Awards will feature the hip-hop artist Nelly.
- Ford, which skipped advertising during last weekend's Super Bowl game, has been taking a non-traditional approach to its advertising lately.
- The 2011 Explorer will be featured in three other commercials during the Grammys that "lean heavily on music to tell the Explorer story," said Ford.
CHICAGO — The 2011 Ford Explorer's Sony audio system will be the focus of a new 60-second commercial with hip-hop artist Nelly that will air during Sunday's Grammy Awards.
The Explorer will be featured in three other commercials during the Grammys that "lean heavily on music to tell the Explorer story," said the automaker in a statement on Thursday.
Ford, which skipped advertising during last weekend's Super Bowl and instead focused on pre-game festivities, has been taking a non-traditional approach to its vehicle advertising lately. It unveiled the Explorer on Facebook last July and has been posting videos that feature celebrities like Bret Michaels showing off the crossover's details.
One such celebrity video stars Nelly. It has been modified into the 60-second Grammy commercial. It shows Nelly interacting with a TV director about the best way to explain the Explorer's sound system. Nelly's new song "Gone" is playing in the background.
The Grammy awards "provide an opportunity to reach a broad audience with our message," said Matt Van Dyke, Ford's director of U.S. marketing, in a statement.
Inside Line says: Can Nelly create as much buzz for the Explorer as Eminem did for the Chrysler 200 in the "Born of Fire" Super Bowl ad? — Anita Lienert, Correspondent
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colorado1974 says:
04:16 PM, 02/11/2011
yeah, I'm sure nelly really likes his 4 year old acadia. snicker.