Ford Holds Casting Call for Fiesta Commercial
WASHINGTON, D.C. — Continuing with the grassroots-style marketing of its Fiesta model, Ford is looking for the "most unique and stylish individuals" to appear in an upcoming TV advertisement for the vehicle.
The automaker is holding the "Inspired by Color" casting call event this week at Howard University in Washington, giving everyday folks the shot at appearing in a national commercial.
During the event, which begins today and runs through Thursday, contestants can demonstrate their own style and how it connects to the 2011 Fiesta.
After the first day, the field of contestants will be narrowed down to 30 for Day 2. Eventually, there will be five finalists chosen.
The panel of judges includes R&B singer LeToya Luckett, eBay style director Constance White, Parrish Clothing founder Tony Shellman, Fiesta designer Kevin George and event host Kenny Burns.
"We wanted to create a unique program that truly embodies the spirit of the Fiesta," said Crystal Worthem, multicultural marketing manager at Ford. "This program allows us to tap into the distinct features and style of the vehicle in a way that is relevant to some of the target consumers of this vehicle.
"We are excited about the opportunity to hold such a massive casting call in a city that speaks fashion, while also bringing along some of the experts in the field of fashion to help us execute the program," she added.
Contestants were asked to go to www.fordurban.com to learn more about the Fiesta — including its technologies and features — and pick the color that "inspired them the most" and then dress in an outfit "they've been inspired to put together" for the event.
Though pre-registration has ended, the casting call is still accepting limited walk-ups today.