(September 9, 2010) DEARBORN, Mich. — One of the new print ads just launched for the 2011 Ford Edge features a full-page photo of ruby red lips and a caption that reads, “The Edge understands 10,000 word commands.” It’s not until you get to the second page that you actually see a beauty shot of Ford’s newly redesigned crossover with a caption that begins, “What other car can say that?”

Look a little closer at the ad, and you’ll see that the cracks in the lips are actually an assortment of the voice commands that the MyFord Touch system understands.

The print ad – which showcases MyFord Touch driver connect technology – is part of a multimedia marketing campaign for the Edge that has just shifted into high gear. It’s a unique way to market a vehicle, and one expected to draw a lot of attention to the new Ford Edge – a vehicle that is redefining what it takes to be a crossover, according to Eric Peterson, Edge communications manager.

“We have even better styling and design, and the groundbreaking MyFord Touch technology will change the way drivers interact with their cars,” said Peterson.

MyFord Touch combines a variety of technologies into one powerful, intuitive connected driver experience that replaces many of the traditional vehicle buttons, knobs and gauges. With more voice commands; clear, crisp, customizable LCD screens; and five-way buttons like those found on cell phones and MP3 players, drivers can choose which information is front and center through a button click, voice command or touch-screen tap.

Because the technology is so revolutionary, all advertising directs consumers to the Edge site on www.fordvehicles.com, where they can link to an innovative interactive experience designed to immerse them in the technology in an engaging way. 

“The whole notion of MyFord Touch invites exploration,” said Peterson. “The website invites people in to learn more about the technology and craft a customized experience using their own Facebook page.”

Print ads also include information that will enable consumers to access the MyFord Touch mobile site on their smartphones.