Ford is unveiling three commercials this week that attempt to show how the new Fusion stands out from the crowd. The first one, called Disappearing, can be watched below.

"The competition is fierce in this segment, and it's important that we tried something different," said Amy Marentic, marketing manager for cars and crossovers for Ford. "We tried to use design and technology to stand out in a very crowded midsized market." Its commercials will also reflect something a little different, she said.

Prior to the new television campaign, Ford hired Chinese artist Liu Bolin, known as "The Invisible Man" for his ability to camouflage himself in plain sight in almost any situation. Bolin hand-painted cars parked along the side of a street, making the Fusion stand out as the only car visible in this series of clever print ads.

The second of three TV ads will show a Fusion driving off a cliff, demonstrating the one thing the new Fusion can't do. Chevrolet once tried showing a car flying through the air in an ad directed by Guy Ritchie that showed a young kid daydreaming that he was driving a Corvette that was airborne. It was pulled off the air after consumer groups complained.

"The overall message is, this car cannot do this," said Toby Barlow, advertising company Team Detroit's chief creative officer. "We hope common sense and reasonableness will take hold."

The third TV ad shows the new Fusion moving forward while other cars are going backwards. The ads will all air this week in prime time on the networks and during sporting events.






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  • 29 Comments
      leo
      • 2 Years Ago
      nice car and all but one thing i noticed most in the ads is the font overhang is huge...wish Ford had the cajones to bring us a RWD based sedan that looked this good, and the proportions would be fixed as well and i can imagine this styling would wear much better with the front overhand shortened and a slightly longer hood... maybe that'd be too much like an Aston then, but boy would it be sexy, and i know i'm asking a lot by also asking for the 5.0L to somehow appear under the hood
      Karl T
      • 2 Years Ago
      So much better looking than everything else in the segment.
        Danrar
        • 2 Years Ago
        @Karl T
        For a few months. Then it's between it and the Mazda 6. Great to have good looking options in this segment.
          baldheadeddork
          • 2 Years Ago
          @Danrar
          I drove the CX5 SkyActiv with the auto this weekend. If Mazda doesn't get the transmission sorted before the new 6 arrives, it's DOA. The SkyActiv is starving for torque and the gearbox kicks down like a 1978 LTD when you pass someone. I really, really wanted to love the CX5 and it does have a lot of great qualities, but in the first three miles of the test drive I was telling my wife, "No, I'm sorry but this has to go off the list. This transmission will drive me nuts."
          Karl T
          • 2 Years Ago
          @Danrar
          Nah - the new 6 still has those goofy eyebrows over the front wheels. Not as hideous as the 2nd generation, but still kinda cheesy looking. And the interior looks like it is geared at 55 yr olds.
        baldheadeddork
        • 2 Years Ago
        @Karl T
        IMHO, it drives better, too, and not by a little bit. We're looking for a new car for my wife and it's going to be the Fusion SE 1.6. She was shocked at how much she liked driving it, and I thought it was the best of all the cars and crossovers we looked at.
      Joe Dirt
      • 2 Years Ago
      Looks like they stole the front grille off an Aston Martin!
        m_2012
        • 2 Years Ago
        @Joe Dirt
        Since Ford owned Aston, it was their design to use, not steal.
          Daniel D
          • 2 Years Ago
          @m_2012
          If you take another brands design language, you are stealing. Whether its illegal or not is another question.
          KY
          • 2 Years Ago
          @m_2012
          "owned" that means they no longer do and using AM's brand design language IS stealing. It's like going back to a shop that you once owned and take whatever you like is not stealing?
        ebn.hahn
        • 2 Years Ago
        @Joe Dirt
        JoE Dirt: Ford Engineers designed the Astons and Jaguars you see on the Road:) I am sure you didnt know!, but now since you know. Please put it to rest....
          KY
          • 2 Years Ago
          @ebn.hahn
          but...but....but... they din't come up with that grill's design back in 1950's and earlier.
        XJ Yamaha
        • 2 Years Ago
        @Joe Dirt
        Looks like you think it's still April.
      Macdaddy
      • 2 Years Ago
      The last commercial in the list, could they not have used Photoshop to create the illusion that all other car companies are bland compared to the focus? Just saying....
        futuramautoblog
        • 2 Years Ago
        @Macdaddy
        Of course you can. But then, you cannot get all the buzz on the behind the scene story.
      futuramautoblog
      • 2 Years Ago
      While I am very much digging the Fusion, the copyline at the end is throwing me off. Fusion is not "An entirely new idea what a car can be" For a car with an entirely new idea, I want something really new, revolutionary, and genuinely innovative. Midsize sedan with conventional internal combustion engine, three-box packaging, and blah blah blah... isn't an entirely new idea. It should really be "An entirely new idea what Ford can be!"
        merlot066
        • 2 Years Ago
        @futuramautoblog
        Standout styling, downsized turbo 4 cylinder volume engine, 47 MPG hybrid model, plug-in model, it's got plenty of new ideas compared to the rest of the family sedans out there.
          futuramautoblog
          • 2 Years Ago
          @merlot066
          So you mean couple new and improved features among the family sedans out there.... So perhaps Some new ideas what a family midsize sedan can be??? However.... Standout styling - Others have done it already Downsized turbo 4 - Others have done it already Hybrid with good mpg - Others have done it already Plug-in model - Others have done it already (While you are right on this - First on the segment - this isn't a new invention.) Name a single thing what truly makes the Fusion "an ENTIRELY NEW IDEA What a Car Can Be"
      Epilonious
      • 2 Years Ago
      Now my hope is for Mazda to do a series of ads where the 2014 Mazda6 steals the scene from the 2013 Fusion... Art Imitating Life.
      protovici
      • 2 Years Ago
      Must have some of those Brits over here from Jag to help with this guy. Good looking car. Hybrid has been received well this this model too. However, I like to see what sport model will do against their class. Seems to be the norm to battle sport models.
      Charles Wayne Jackso
      • 2 Years Ago
      I got to see my first new 13" Fusion , to me it doesnt look as good in person as the photos show....it really looks at the front end to C pilliar..like a smaller Taurus.....thought it would be a wide and kinda low slung car..that some photos show...but it looks small....and has the same 'slab sided' look of Taurus....like it better than prevous Fusion...but not what I was expecting
      • 2 Years Ago
      [blocked]
      Macdaddy
      • 2 Years Ago
      Sorry I meant Fusion
      Devonblue4u
      • 2 Years Ago
      Any British Columbia residents notice the bridge in the video was the Alex Fraser? I'm wondering if any of the other shots were filmed in Vancouver's back yard...Go Hollywood North!
      • 2 Years Ago
      [blocked]
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