Enjoying its hundredth year in business, the Ford Motor Company is planning a major ad push celebrating its long history. And who better to be the face of such a campaign than newly appointed chief executive Billy Ford, who just happens to be the great grandson of the firm’s founder?

The ceo, who recently replaced Jac Nasser, will appear in four sixty-second spots for the flagship Ford Division created by J Walter Thompson in Detroit. Narrating over classic footage of Ford’s cars and workers, his emphasis will be the company’s heritage.

The ads will launch on three broadcast networks and a number of cable channels on February 25. Billings have not been revealed, but are estimated at over $100 million on the basis that this is the brand’s chief campaign for 2002.

The auto giant certainly needs a boost – it finished 2001 some $5.4 billion in the red, having taken a $4.1bn restructuring charge.

Data sourced from: The Times (London); AdAge.com; additional content by WARC staff