Mumbai: Ford's newest crossover vehicle, the 2009 Ford Flex's unique, multi-faceted marketing campaign kicks off this weekend. The campaign will begin with television ads celebrating Flex's individuality that begin airing Sunday in select markets throughout the country.

The provocative 30-second ads were directed by Mark Romanek, one of the industry's most celebrated directors of music videos.

The new Ford Flex is scheduled to arrive in dealerships throughout the US this summer. With its signature side grooves, all-black glass area and distinctive multi-panel Vista Roof, it ranks among the best in its class for fuel economy, delivering an impressive 24 mpg on the highway. Pricing for the vehicle starts at $28,895.

"Romanek helped us create a set of commercials that are a visual treat," said Ford crossover marketing communications manager Usha Raghavachari. "The ads are unlike anything Ford has done in the past, and that's very deliberate."

Print and outdoor ads for Flex launch this weekend as well, with unique opportunities for customers to experience the Flex firsthand planned for major cities throughout the summer. The digital component of the Flex marketing campaign may be the most unique facet of the plan. Ford created four computer-generated animations - mini movies - that present information about the vehicle in an entertaining way.

These will focus on the key elements of Flex - its design, interior packaging, safety features and engineering strengths. All four feature voice-overs from the chief designer Richard Gresens and chief engineer Gary Boes.

The digital animations will be featured on www.fordvehicles.com in mid-June. They also will be included in online media.

The TV spot, titled "Grid", offers a sophisticated, computer-generated tour of the Flex's design and technology features, backed by engaging music by up-and-coming musician Santogold, which can be previewed on the Ford channel on YouTube.

"Santogold's distinctive, urban style is the perfect fit for Flex because she brings unique energy to her music," said Raghavachari.

Flex is a spacious vehicle, accomodating seating for up to seven passengers. The car features a host of class-leading technologies, such as an integrated refrigerator between the second-row seats; SYNC, an advanced in-car system developed by Ford and Microsoft that voice-activates Bluetooth-enabled mobile phones and MP3 players' EasyFuel capless fuel filler; ambient lighting and a reverse camera system. 

SIRIUS Travel Link is available as part of the vehicle's voice-activated navigation system. It provides users with a suite of data services including continuously updated fuel price information for more than 120,000 gas stations.

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