Ford Chairman and CEO William Clay Ford, Jr. is once again donning the hat of Ford TV pitchman as he touts Ford Motor Company's commitment to innovative, environmentally-friendly cars and trucks. The last time Ford appeared in commercials for his company was in 2002, when he talked about heritage, product quality and the company's philosophy.

Ford's recent losses in market share and in dollars has sent the company on a kick to position itself as innovative, pushing gas-electric hybrid vehicles and its research in nanotechnology beginning in a campaign launched last month.

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