As well as the two, three-minute spots, created by WPP Group agency J Walter Thompson Detroit, Ford cars will be featured in the show, with the star Kiefer Sutherland driving one of its Ford Expedition SUV models.
He will also record a 10-second message to screen before the show, thanking the carmaker. The ads have a new strapline: "Every moment, every mile" and show people using Ford cars in their everyday lives. The ads also imitate the ticking clock that is associated with '24'.
According to reports, Ford made the decision to become the sponsor of '24' because it wanted to appear more cutting edge. In coming episodes, Sutherland will drive other Ford models, including Mustangs and Thunderbirds.
The show's first series became a huge hit on both sides of the Atlantic, leading to fevered speculation about how the show, which was shot in real time and covered a very eventful day in the life of CIA agent Jack Bauer (Sutherland) and his kidnap-prone family, could be followed up.
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