From: John Shipman <[EMAIL PROTECTED]>
To: 'keleigh casper' <[EMAIL PROTECTED]>, 313@hyperreal.org
Subject: RE: [313] Ford and Atkins
Date: Wed, 8 Nov 2000 14:54:14 -0500
i'm quite sure this is what atkins had in mind when he originally
recorded
the tune :P........man, isn't this a sign of the apocalypse? "we hear at
for
are really down with that new techno sound"......how cutting edge, where
can
i get a focus?
> -----Original Message-----
> From: keleigh casper [SMTP:[EMAIL PROTECTED]
> Sent: Wednesday, November 08, 2000 2:27 PM
> To: 313@hyperreal.org
> Subject: [313] Ford and Atkins
>
>
> 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
> 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
> 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
> is
> why we decided to utilize Juan Atkins' 'No UFOs' track because we wanted
> to
> 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
> 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
> 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
> 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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