Forwarded, yet again from nwr
-----Original Message-----
From: matt holland [mailto:mholland@speakeasy.org]
Sent: Monday, November 13, 2000 2:27 PM
To: nw-raves@hyperreal.org
Subject: [NWR] FW: Ford and Atkins
forwarded from the 313 list...
quoted 18 lines New Ford Focus Commercial Features Ground Breaking Juan Atkins' Techno Hit
>
> New Ford Focus Commercial Features Ground Breaking Juan Atkins' Techno Hit
>
>
> DETROIT, Nov. 8 /PRNewswire/ -- The new Ford Focus commercial will
> feature
> breakbeat tunes of renowned Detroit techno artist Juan Atkins. The
> advertisement breaks November 11. With techno music moving beyond the
> underground club scene, Ford brings back the origins of this cutting-edge
> music style by utilizing the electro track "No UFOs." The thirty-second
> "Detroit Techno" spot will premiere on MTV Networks and will air for one
> month
> on major network and cable television.
> The high-energy, fast paced commercial uses the hard driving mix of "No
> UFOs" and an assembly line multi-programmable robot DJ. The commercial is
> mostly shot through the cyberDJ's point of view. RoboDJ's equipment
> transforms into car parts in a futuristic manner and then the parts are
> assembled to the car. For example the turntables are pulled up by the
DJ's
quoted 3 lines robotic arm and converted into an aluminum wheel and tire that is machined
> robotic arm and converted into an aluminum wheel and tire that is machined
> on
> to the Focus' hub. Ultimately, the final transformation occurs when all
the
quoted 6 lines DJ's equipment is altered into a CD silver metallic Ford Focus ZTS.
> DJ's equipment is altered into a CD silver metallic Ford Focus ZTS.
> "As a Detroit-based automotive company, and Detroit being "Techno City"
> we
> felt a particular connection to the Detroit techno music genre because it
> was
> created in our own backyard," said Bob Fesmire, Focus brand manager.
"That
quoted 2 lines is
> is
> why we decided to utilize Juan Atkins' 'No UFOs' track because we wanted
to
quoted 17 lines link together this legendary Detroit-based music with our hot-selling
> link together this legendary Detroit-based music with our hot-selling
> Focus."
>
> Music a Key for Young Consumers
> Focus has been a hit with young car buyers, with almost half the buyers
> age 35 or younger. Focus marketing revolves around fashion, music and
> summer
> fun, all designed to appeal to young consumers.
> The Ford Focus and Detroit Techno music mirror each other in many ways.
> Techno kids are forward thinkers that scream and dance and so are Focus
> buyers. Ford Focus owners are influenced by technology, style, music and
> the
> idea of change. Detroit Techno was born from the same roots. Focus is a
> global brand with international appeal that was developed in Europe.
> Detroit
> Techno's core is the balance of African-American styles with cold European
> synthesizer pop. The "Detroit Sound" has traveled to Europe and
re-emerged
quoted 5 lines in
> in
> the U.S.
> "Detroit techno appeals to a wide, cross-cultural group of people that
> are
> all unified by this beat and scene." said Fesmire. "This music was
created
quoted 31 lines partly by the pounding clangor of the Motor City's auto factories. It
> partly by the pounding clangor of the Motor City's auto factories. It
> became
> natural for us to incorporate Detroit techno into our commercials after we
> discovered that young people are embracing techno."
> "We feel confident that viewers of all ages-especially our targeted
> buyer-will embrace this commercial because of the smooth electronica
> beats
> and the slick visual images of the Focus," concluded Fesmire.
>
> About Detroit Techno Music And Juan Atkins
> Born and raised in the Motor City, Atkins is the son of a concert
> promoter
> and the grandson of a career Ford employee.
> Detroit Techno music was born around the time Atkins released the track
> "Clear" in 1982, with partner Rick Davis. He created this sound by
> exploring
> his vision of a futuristic music that welded the more cosmic side of funk
> with
> rigid computer synth-pop.
> Atkins, along with fellow contemporaries Kevin Saunderson and Derrick
> May,
> began to create this new sound after being influenced by artists like
> Prince,
> Gary Numan, the B-52's and Kraftwerk in the late 70s. From 1985 to 1989,
> Atkins went out on his own as Model 500 and released some of his most
> important material including "No UFOs." Except for the underground club
> scene, the United States didn't embrace techno music until this year-
> nearly
> 20 years later.
> Atkins continued to record throughout the 90s and maintained his
> international success throughout Europe, where Detroit techno boomed
almost
quoted 25 lines since its inception. Now, as the new emerging techno scene begins to look
> since its inception. Now, as the new emerging techno scene begins to look
> back to the past to find musical innovators, Atkins has been hailed the
> "godfather of techno." He continues to record today.
> The first car ever to be named both North American Car of the Year and
> European Car of the Year, Ford expects Focus to appeal to a tremendously
> diverse group of buyers. Setting new standards for small car roominess,
> comfort, driving dynamics and stylish appearance, the Focus is priced from
> $12,280 for the three door ZX3 to $15,580. It is available as a coupe,
> sedan
> and station wagon.
>
>
>
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