• Apr 17, 2007


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]



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    • 1 Second Ago
  • 30 Comments
      • 7 Years Ago
      I test drove the Ford Edge last week and from what I could tell it does live up to the hype. Yes it's incredibly quiet and yes it's surprisingly fast. It corners excellently as well. Ford did a nice job with this one.
      • 7 Years Ago
      Hate to bust your bubbles, Edge has been rated at 7.4-7.7 in 0-60... that is faster than the X5 6cyl.. BMW estimates 7.8, simple search on internet shows 7.8-8.0 0-60 times...

      Edge is faster than the 6cyl X5... so ya, they are legit.
      • 7 Years Ago
      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.
      • 7 Years Ago
      I suppose anything Ford does that substitutes for that, "live on the Eh-juhhhhhhhh!" commercial deserves applause. Gee - let's be literal - car on Edge so it must have edge - wow Ford, thanks for spellin' that out for me!

      Using Lexus and BMW as comparitors lacks imagination... it travels that washboard rutted road many car brands have worn out.

      Ford needs a sensibility that connects with people who still admire them and that inspires faith in what they stand for. I'm not sure Ford knows what they stand for anymore - looks like they're trying to find out. You can't compare your way into being cool - you just do it. Stand on your own merits Ford and let the chips fall where they may.
      • 7 Years Ago
      Best comment so far is #3, by lalaland...must be a scriptwriter, too. The comment is hilarious. I think Mamet is doing his best to polish a turd, which is a reflection of the culture. I believer the commercial will appeal to folks who would never buy the car, and the car will appeal to folks who won't get the commerical.

      If Ford knew their customers better, they would be making a car you can live in.
      • 7 Years Ago
      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!
      • 7 Years Ago
      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.
      • 7 Years Ago
      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
      • 7 Years Ago
      Actually Will is wrong in assuming that no one will buy a Ford over a Bimmer. I know of at least two people who traded 3 series BMWs for Mustangs. I know Mustang is a special vehcile with an image that is not easily reproduced but it can and does happen.

      That being said, I agree in that they don't think people with X5s will be trading them in on Edges in droves but they do compare a standard nameplate with a luxury nameplate in the same class and beat it.

      It's good advertising and it does make the average customer think, wow I already like the looks, now I find out it's faster than a Bimmer and quieter than a Lexus, think I'll check it out.

      Gets them in the dealer and it's up to the vehicle and the dealer to make the sale.
      • 7 Years Ago
      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.
      • 7 Years Ago
      #26 you are 100% wrong about me not trading in a rx350 for a mkx. I did just last month. March 6th to be exact. It was not a crap statement but it was a TRUE statement.
      • 7 Years Ago
      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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