Ford Sends Holiday Homecoming Message to Consumers with 'American Dreams' Collaboration

* Ford will sponsor the Sunday, Nov. 21, 2004 broadcast of NBC's hit drama "American Dreams" from 8:00 - 9:00 p.m. EST without commercial interruption.

* Collaboration with "American Dreams" will conclude with a five-minute holiday "Homecoming" video message targeted directly at consumers, members of the armed forces and their families.

* Ford has been a pioneer in the sponsorship of programming without commercial interruption, the most recent which was last year's premiere episode of FOX's "24."

DEARBORN, Mich., Nov. 20 -- Ford Division is sending consumers a heartfelt family message this holiday season with a special episode of NBC's hit drama "American Dreams." The show's Sunday, Nov. 21 episode, which will air from 8:00 - 9:00 p.m. EST without commercial interruption by Ford, will feature the homecoming of JJ Pryor -- a lead character in the show who has been away at war -- and will conclude with a nearly five-minute short film titled, "Homecoming."

The short film captures the anticipation of a young serviceman's return home from war -- and the parallel experiences of his father who had undergone a similar series of events many years earlier. It mirrors the storyline in "American Dreams" but brings the events into the modern day to communicate the continued importance of celebrating today's homecoming experiences for our servicemen and servicewomen.

"'American Dreams' is a show that's all about family and it complements the Ford brand in a very relevant way," said Rich Stoddart, Ford Division marketing communications manager. "The storyline that NBC's writers have pursued for this season speaks to the importance of homecoming for members of the armed services, and this holiday season Ford felt it important to underscore this importance with a short film that concludes the episode."

The commercial-free episode allows the show's producers to not break from the story's strong emotional content. And, in a twist since "American Dreams" takes place in the 1960's, a 1966 Ford Mustang will be featured in the episode rather than the all-new 2005 Mustang. A 2005 Mustang and a 2005 Five Hundred will co-star in "Homecoming."

In addition to the short film's debut on "American Dreams," it will also be distributed to military base theaters around the world, on NBC.com as a host film for the show's webpage and through Tivo's "Showcase" format, which allows customers to receive branded messages and content in an opt-in format.

Brand Integration

Ford has developed an extensive integrated marketing campaign for its all-new showroom of products that weaves traditional advertising and print advertising with strategic Internet exposure, puts the blue oval onscreen as well as on the playing field, and goes grass roots to introduce customers to the company's all-new products through a variety of innovative product experiences.

"Compared to 10 years ago, we have a lot more tools available to reach potential customers -- and it's up to us to use them wisely," said Marty Collins, general marketing manager, Ford Division. "Our cross-media plans include a supercharged emphasis in non-traditional outreach. During the next few months, you won't be able to pick up a newspaper or magazine, watch your favorite show or sports program, surf the Internet or shop your favorite brand without seeing and hearing about Ford's all-new showroom. Our product integration will be seamless and targeted to what specific consumers are watching and doing."

In addition the "American Dreams" collaboration, viewers tuning in to the hottest television shows this season are seeing Ford's new cars and trucks involved in ways they haven't seen before. Ford's presence in the fall television lineup reflects the company's collaboration with individual show producers to find meaningful ways to introduce the company's products into a program storyline.

One of the lead characters on Fox's "The OC" received a new Mustang in a recent episode, and her vehicle will continue to be featured prominently throughout the season. Viewers who tune into "Alias" on ABC will see the new Mustang in action and six families who benefit from "Extreme Makeover: Home Edition" also will receive an additional surprise that helps get them on the road ahead -- a new garage that comes complete with a new Mustang, Freestyle, Five Hundred or Super Duty.

Beginning in January, Ford returns as a primary sponsor of "American Idol" for the fourth year. Mustang and other Ford vehicles will be integrated into the show this season.