2019 Ford Edge ST Commercials Spotlight Co-Pilot360, Practicality and Performance
If you’ve been watching NCAA Football for the past couple of weekends, then you’ve probably noticed a couple of commercials spotlighting the 2019 Ford Edge and the new high-performance Edge ST. One spot focuses specifically on Ford Co-Pilot360, a new suite of standard driver-assist technologies that make the Edge one of the most intelligent vehicles on the road today, while a second spotlights the high-octane Edge ST’s performance prowess. Both are narrated by Walter White himself, Bryan Cranston.
“They’re both unique spots with a lot of energy and a little bit of comedy that illustrate some of the things that people go through with their vehicles in the real world each day,” said Ford SUV Marketing Communications Manager Ryan Gillenwater.
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Ford Co-Pilot360 is the Blue Oval’s bid to offer the most comprehensive suite of standard driver-assistive safety technologies of any automaker. Features included in the suite include Automatic Emergency Braking with Pedestrian Detection, Blind Spot Information System with Cross Traffic Alert, Lane Keeping System, Auto High Beam, and Reverse Camera.
“People struggle in the real world with blind spots and all the chaos going on around them and this ad is designed to show how Co-Pilot360 can help alleviate some of that stress,” Edge Marketing Manager Cristina Aquino. “The ad also shows off our new adaptive cruise control with stop-and-go and lane centering and how that comes into play to help make daily commuting nice and easy.”
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The Edge ST ad smartly focuses on the impracticality of performance vehicles in terms of cargo capabilities and the difficulty of getting into the rear seats of a sports coupe — all while tactfully making sure not to portray Ford’s own Mustang in a negative light.
“When we talked with our customers, they connected with the ‘spirit’ of a sports car but recognized that it didn’t fit their lives,” said Aquino. “Edge ST solves that dilemma, and the ads show that in a humorous way.”
Ford acknowledges that while the Edge ST is not likely to be the biggest seller in the range, it will no doubt be effective for drawing in customers who will ultimately settle on the Edge Titanium or Edge SEL.
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