Nickelodeon and Ford have signed a three-year $20 million advertising pact that makes Ford the first automotive company to buy time on a kid's TV network.
As toy companies are expected to cut back on ad spending for the upcoming season, the courting of Ford is part of an unfolding Nick strategy to attract nontraditional advertising. Nick signed a similar three-year deal with the computer company Gateway last year.
Focusing on safety and featuring the character Blue from Nick's preschool hit Blue's Clues, spots promoting Ford’s Windstar minivan are expected to air beginning in the fourth quarter.
Jim Cooper, April 18, 2000, Adweek.com
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