Ford airing two new Edge commercials tonight directed by David Mamet
Ford has commissioned writer and director David Mamet to produce two new commercials for the Edge CUV that will make their TV debut during tonight's episode of American Idol Their real debut is right here, however, where we've included both commercials for your viewing enjoyment.
Mamet is best known for the screenplays he's written, which include Ronin, The Edge, Glengarry Glen Ross, and Wag the Dog, among many others. He's also written and directed many episodes on TV for shows like "The Unit" and "The Shield". His two spots for the Edge highlight how Ford's CUV stack up against more expensive competition, specifically the BMW X5 and Lexus RS350. The commercials will inform viewers that it's faster than the former and quieter than the latter. We find the characters in the commercials a bit annoying, although it's clear their witty dialogue is what we're supposed to be paying attention to.
Check out the second commercial after the jump.
[Source: Ford]
Reader Comments (Page 1 of 3)
bgdc 2:34PM (4/17/2007)
Not bad. Mamet's got a patter that's hard to ignore. Too bad he's hawking fords.
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Elliott 2:41PM (4/17/2007)
Spirit of a sports car? Not buying it. Though these commercials seem like the next logical step after the Car & Driver Fusion Challenge.
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lalaland 2:43PM (4/17/2007)
Guy 1: David Mamet is a hack.
Guy 2: He's a hack?
Guy 1: He's a hack.
Guy 2: Why is a he a hack?
Guy 1: Because he repeats dialogue over and over as though it were snappy.
Guy 2: Isn't what we're doing snappy?
Guy 1: No, it's stupid.
Guy 2: Stupid?
Guy 1: Yeah, stupid, stupid.
Guy 2: Why?
Guy 1: Because we're just filling space with empty patter instead of with actual dialogue.
Guy 2: Makes me feel like Edward G Robinson.
Guy 1: Who?
Guy 2: Robinson. You know, the guy from the '30s mobster movies. "Listen, sweetheart, don't mess around with a wiseguy."
Guy 1: Who you callin' sweetheart.
Guy 2: You.
Guy 1: Why I oughta...
Bum in the Alley: Shut up, already! Can't a guy get some sleep around here?
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bmoredlj 2:49PM (4/17/2007)
My thoughts exactly. Mamet's a hack, and so is anyone else who accepts money from Ford. Funny how they lose billions every year and yet can pay off all these shills like Funkmaster, Foose, the dirty jobs guy, various country singers, and now Mamet. Here's a BOLD move: try making a profit. I do it every day.
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completely off topic 2:57PM (4/17/2007)
kinda like the Edge...so spotted one out for the wife the other day except she thought i said hedgehog. Nope, we cannot have one now for sure. "Honey, take the Ford hedgehog..."
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Tukash 6:38PM (4/17/2007)
Dumb commercials - if the car succeeds it'll be in spite of these commercials.
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Shawn 3:08PM (4/17/2007)
I think the comments above proves that Ford will be criticized no matter what they do. Now you object to their choice of director? LOL
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Shawn 3:08PM (4/17/2007)
I think the comments above proves that Ford will be criticized no matter what they do. Now you object to their choice of director? LOL
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3cubedminus3squared 3:15PM (4/17/2007)
I think the people hating on other makings are scared of them. Its stupid and no one is going to care about it, especially through a blog.
I like Ford. We have four them [ones a Mercury cougar] and they all run great. My next vehicle will probably be a...Ford.
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Tony 3:18PM (4/17/2007)
Why compare apples and oranges? Who the hell in their right mind cross shops Ford and BMW?
Why not compare against Pilot, Murano and Highlander?
Well according to Road and Track testing, the Edge goes 0-60 slower than all those three.
This commercial is stupid. While they are at it, why not compare it against the heavy VW Touareg then? How about against their own Explorer 4.0? That thing is slow with the V6.
Ford never has a clue!
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Deezee 3:21PM (4/17/2007)
This is a really nice commercial for the Edge. I like it. Good job Ford.
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Jeff 3:49PM (4/17/2007)
HAHAHA Ford and BMW. They should have gone for the juggular while at it. Compare it against the Cayenne Turbo and say it gets better fuel economy. Compare it against the Honda civic and say it tows more. Compare it against the Corvette and say it carries more cargo. And on and on.....
Ford. What piece of crap. Die already!
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The Penguin 3:31PM (4/17/2007)
It looks like Hyundai isn't the only one comparing their cars to much more expensive luxury cars. What Ford should have done is shown the Lincoln version of the Edge, the MKX then you could have a real comparison.
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vitor03vitor 9:59PM (4/17/2007)
Finally a well put together ad for this car. People like facts and this gives it to them. Whether you care to know or not, the data, along with the nice shots of the car, will improve product image.
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C. A. Martin 7:43PM (4/17/2007)
Given that the Edge-in its initial months, remember-is heading for top sales in its class, its critics seem to be the "hate the successful" types.
Simple fact: Ford's new stuff is working. Naysayers, please keep the crying and bitching to yourselves.
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Aprime 3:53PM (4/17/2007)
... What's wrong with comparing it to a BMW SUV?
Douchebags.
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AAM 10:56PM (4/30/2007)
No
My local dealer has exactly 1.
$31,000!
While we're comparing apples & oranges, I can have a 300-C for that kinda money, or the Crown Vic "S" with change & style, or TWO cobalts or...
GET THE MESSAGE FORD?
Help them Alan, they've fallen & they can't get up!
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Deezee 4:24PM (4/17/2007)
Exactly. It didnt compare it self to an X5. It just said it was faster. Which apparently is true.
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Don 4:32PM (4/17/2007)
Yeah, Mamet's a "hack". Here's his "hack" credits:
"The Untouchables" writer
"Hill Street Blues" writer
"The Postman Always Rings Twice" writer
"Glengarry Glen Ross" writer
"Homicide, Life on the Streets" writer
"Hoffa" writer
"Wag the Dog" writer
"Ronin" writer
"Hannibal" writer
"Spartan" writer
"The Unit" writer
Yeah, he's really a "hack".
Or you're all idiots.
I'll pick the latter.
Excellent commercial.
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noone 4:41PM (4/17/2007)
Even if the commercial is good, they are gunning for the wrong consumers.
BMW buyers are not going to buy Ford.
Lexus drivers want Lexus for a reason and they are not going to find that in a Ford dealership. There's a reason why Lexus is #1 in luxury brand and Lincoln let alone Ford is not even on the radar of these folks.
Would have done well if pitted against GMC/Saturn/Chevy/Buick or even the Toyota/Acura/Honda crowded.
Another few millions wasted hiring a director.
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