Third Prize Is You're Fired: David Mamet Directs Latest Ford "Bold Moves" Ads

We're adding a little something to this month's sale contest. As you all know, first prize is a Cadillac El Dorado. Anybody want to see second prize? Second prize is a set of steak knives. Third prize is your fired.
— from Glengarry Glen Ross by David Mamet

Bold is for closers only, you son of a bitch.
— Not from a Ford TV ad directed by David Mamet

Yes, Ford's latest grasp at the bold ring is a new set of TV spots directed by playwright and director David Mamet, whose play "Glengarry Glen Ross" should be playing at Ford's Dearborn offices day and night. It's about a bunch of real estate salespeople struggling with the "realities of the marketplace," and aside from dropping the f-bomb 400 times, it features a brutalist sales speech from Alec Baldwin that's become a covert must see among sales professionals. Mamet's Ford spots promote the Edge crossover, a car say the ads, that's quieter than a Lexus and quicker than a BMW. The ads, the product of JWT Team Detroit, debut tonight during "American Idol." Enjoy Alec Baldwin's speech scene above. NSFW unless you're in sales.

Press Release:


Acclaimed writer and director David Mamet brings his signature style to two new ads for the hot-selling Ford Edge crossover: "Quieter than a Lexus:" and "Quicker than a BMW."

The new ads, which debut on "American Idol" tonight, continue the confident tone of the successful Ford Challenge marketing campaign which has directly led to increased sales of the Ford Fusion, F-150 and Expedition EL. The Ford Edge has become one of the fastest-selling crossovers and now rivals established competitors from Japan.


DEARBORN, Mich. April 17, 2007 - Award-winning writer and director David Mamet has brought his signature style to two new television ads that will tell American Idol fans tonight that the hot-selling new Ford Edge is "Quieter than a Lexus" and "Quicker than a BMW."

"The inspiration for the new ads came from customers who traded in expensive imports and were delighted with the refinement and performance of their new Ford Edge," said Barry Engle, general manager, Ford Division Marketing. "The design, innovation and capability of our vehicles will always be front and center, inviting consumers to take a closer look because we know that when they do, they are always surprised by how much we offer."


"Ford Challenge" Drives Sales Results

The confident tone found in the 'Ford Challenge' series of ads will carry over into the new Edge spots. The Ford Fusion, Expedition EL and F-150 all have enjoyed very strong sales so far this year.
Following on the heels of the successful "Fusion Challenge" ads, the Ford Fusion posted another record in March, with sales climbing 48 percent compared to a year ago. The ads focus on two consumer events held with subscribers of Car and Driver and Road & Track, where the Fusion V-6 all-wheel drive ranked ahead of the Honda Accord and Toyota Camry V-6 models in key areas like "styling, "handling" and "fun to drive" after head-to-head comparison tests.


Ford Expedition sales have increased seven months in a row, with March sales up 28 percent versus year-ago levels. Expedition EL was featured in two spots entitled "Exercise" and "Work Out," which use humor to highlight the advantages of Expedition's easy to use, flexible seating configuration - especially its class-exclusive one-touch power-folding third row.

The Ford F-Series posted it highest sales month in March since August 2006, and outsold the new Chevrolet Silverado and redesigned Toyota Tundra combined. Ford has partnered with Mike Rowe, creator and star of the Discovery Channel's "Dirty Jobs" to explore the dirty side of earning an honest living. Rowe is featured in two spots. In "Boxed," the Ford F-150 easily tows an 11,000 pound trailer, while it takes two trucks from the competition to pull the same load. In "Leaf Spring," Rowe is at a landscaping site helping load massive amounts of landscaping material into the bed of the F-150. The F- Series is the only truck in its class that can carry 3,050 pounds, 890 pounds more than the closest competitor.
David Mamet's First Commercials


Famed playwright and feature film director David Mamet makes his television commercial directing debut with two new Ford ads which feature two Ford Edge drivers discussing their vehicles while parked alongside one another on the road. "Quieter than a Lexus" highlights the fact that the Ford Edge beat the Lexus RX350 in a quietness test. "Quicker than a BMW" showcases Edge's ability to outpace the BMW X5 in a 0-60 mph acceleration test. Both ads end with the line, "Spirit of a sports car ... versatility of an SUV. The all-new Edge."

Two-time Oscar nominee Mamet is best known for writing such hits as Glengarry Glen Ross, Spanish Prisoner, Heist, Wag the Dog, The Untouchables and Hoffa. The Ford ads feature his signature style of fast-paced dialogue and straightforward imagery.


The ads were created by JWT Team Detroit as part of the Ford 'Bold Moves' marketing platform.

Ad Watch: Jill Wagner Can Make A Mercury Mariner With Her Hot, Bare Hands [internal]


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