Ford Hires Carla Bruni to Boost its Image in France

Ford Motor Co. has debuted a video in France starring Carla Bruni, singer-model and wife of former President Nicolas Sarkozy, to help build awareness of its brand.

The ad never mentions Ford or shows an image of a Ford vehicle. It depicts Bruni as having given up show business to follow her true passion: coaching a provincial soccer team. A link at the end of the spot directs the viewer to a Web site (prendreunvirage.fr) with videos that promote lifestyle changes, each including images of Ford vehicles. A small Ford logo, and the company's slogan, Go Further, appears in each Web page.

Ford hopes the ultra-subtle campaign, coupled with new models and other nontraditional marketing efforts, will help boost the company's modest 5% share of the French market.